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Ebook Advertising, promotion, and other aspects of integrated marketing communications (9th ed): Part 2 includes the following chapters: Chapter 9: overview of advertising management; chapter 10: effective and creative ad messages; chapter 11: endorsers and message appeals in advertising; chapter 12: traditional advertising media; chapter 13: online and mobile advertising; chapter 14: social media; chapter 15: direct marketing and other media;...
501 p fbu 21/07/2023 59 0
Từ khóa: Integrated marketing communications, Advertising management, Advertising management, Traditional advertising media, Direct marketing, Consumer sales promotion
Ebook Advertising, promotion, and other aspects of integrated marketing communications: Part 1 includes the following chapters: Chapter 1: an overview of integrated marketing communications; chapter 2: enhancing brand equity and accountability; chapter 3: brand adoption, brand naming, and intellectual property issues; chapter 4: environmental, regulatory, and ethical issues; chapter 5: segmentation, targeting, and positioning; chapter 6: the...
253 p fbu 21/07/2023 45 0
Từ khóa: Integrated marketing communications, Advertising management, New media choices, Sales promotion management, Communications process, Consumer behavior
In chapter 16, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...
14 p fbu 23/02/2016 147 2
Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Sales promotion, Advertising promotion, Strategy planning for advertising
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