000 02382cam a22003734a 4500
001 13380985
003 OSt
005 20220301133519.0
008 031022s2005 ilua b 001 0 eng
010 _a 2003064200
020 _a0072537744 (alk. paper)
020 _a0071111182 (international : alk. paper)
040 _aDLC
_cLC
_dDLC
042 _apcc
050 0 0 _aHF5415.13.D84
082 0 0 _a658.8/27
_222
100 1 _aDuncan, Tom
245 1 0 _aPrinciples of advertising & IMC. /
_cTom Duncan.
246 3 _aPrinciples of advertising and IMC
250 _a2nd ed.
260 _aBoston:
_bMcGraw-Hill/Irwin,
_c2005.
300 _axxvii, 774 p. :
_bcol. ill. ;
_c29 cm.
440 4 _aThe McGraw-Hill/Irwin series in marketing
500 _aIncludes a CD-ROM.
504 _aIncludes bibliographical references and index.
505 _aContents: 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 --
650 _vBrand name products - Marketing - Management
650 _vAdvertising & IMC: Principles of advertising
856 4 2 _3Publisher description
_uhttp://www.loc.gov/catdir/enhancements/fy0702/2003064200-d.html
856 4 1 _3Table of contents only
_uhttp://www.loc.gov/catdir/enhancements/fy0702/2003064200-t.html
906 _a7
_bcbc
_corignew
_d1
_eocip
_f20
_gy-gencatlg
942 _2lcc
_cBK
999 _c8833
_d16333