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Principles of advertising & IMC. / Tom Duncan.

By: Material type: TextSeries: The McGraw-Hill/Irwin series in marketingPublication details: Boston: McGraw-Hill/Irwin, 2005.Edition: 2nd edDescription: xxvii, 774 p. : col. ill. ; 29 cmISBN:
  • 0072537744 (alk. paper)
  • 0071111182 (international : alk. paper)
Other title:
  • Principles of advertising and IMC
Subject(s): DDC classification:
  • 658.8/27 22
LOC classification:
  • HF5415.13.D84
Online resources:
Contents:
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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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5415.13.D84(2e) (Browse shelf(Opens below)) 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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