TY  - BOOK
AU  - Duncan,Tom
TI  - Principles of advertising & IMC.
SN  - 0072537744 (alk. paper)
AV  - HF5415.13.D84 
U1  - 658.8/27 22
PY  - 2005///
CY  - Boston
PB  - McGraw-Hill/Irwin
KW  - Brand name products - Marketing - Management
KW  - Advertising & IMC: Principles of advertising
N1  - 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 --
UR  - http://www.loc.gov/catdir/enhancements/fy0702/2003064200-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0702/2003064200-t.html
ER  -