Principles of advertising & IMC. / Tom Duncan.
Material type:
TextSeries: The McGraw-Hill/Irwin series in marketingPublisher: Boston: McGraw-Hill/Irwin, 2005Edition: 2nd edDescription: xxvii, 774 p. : col. ill. ; 29 cmISBN: 0072537744 (alk. paper); 0071111182 (international : alk. paper)Other title: Principles of advertising and IMCSubject(s): -- Brand name products - Marketing - Management | -- Advertising & IMC: Principles of advertisingDDC classification: 658.8/27 LOC classification: HF5415.13.D84Online resources: Publisher description | Table of contents only | Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.D84(2e) (Browse shelf) | Available | K/009/9/19 |
Includes a CD-ROM.
Includes bibliographical references and index.
Contents: How brands are built: Using advertising and promotion to build brands -- IMC partners and industry organization -- brands and stakeholder relationship -- 2. Basic MC strategies for building brands for building brands: How brand communication works -- Consumer response -- IMC planning -- Segmenting and targeting -- data-driven communication -- 3. Creating, sending, and receiving brand messages: Creative message strategies -- Message execution -- Media characteristics -- The internet and interactivity -- Advertising and IMC media planning -- 4. The marketing communication functions: Consumer sales Promotion and packaging -- Channel marketing ; Trade promotion and Co-marketing -- Personal selling -- public relations and brand publicity -- Direct marketing; the dialogue builder -- Experiential contact; events, sponsorships, and customer service -- 5. The big picture: Social, ethical, and legal issues -- International marketing communication -- Measurement, evaluation, and effectiveness --
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