02382cam a22003734a 4500 13380985 OSt 20220301133519.0 031022s2005 ilua b 001 0 eng 2003064200 0072537744 (alk. paper) 0071111182 (international : alk. paper) DLC LC DLC pcc HF5415.13.D84 658.8/27 22 Duncan, Tom Principles of advertising & IMC. / Tom Duncan. Principles of advertising and IMC 2nd ed. Boston: McGraw-Hill/Irwin, 2005. xxvii, 774 p. : col. ill. ; 29 cm. The McGraw-Hill/Irwin series in marketing 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 -- Brand name products - Marketing - Management Advertising & IMC: Principles of advertising Publisher description http://www.loc.gov/catdir/enhancements/fy0702/2003064200-d.html Table of contents only http://www.loc.gov/catdir/enhancements/fy0702/2003064200-t.html 7 cbc orignew 1 ocip 20 y-gencatlg lcc BK 8833 16333 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-10-08 WIUC 0 HF5415.13.D84(2e) K/009/9/19 2022-03-01 00:00:00 2022-03-01 BK