000			01100nam a2200217Ia 4500
005			20250730165313.0
008			250728s9999 xx 000 0 und d
020			_a0-07-125040-9
082			_aC 658.6522 D91p
100			_aDuncan, Tom
245		0	_aPrnciples f advertising and IMC
250			_a2nd ed.
260			_aBoston
260			_b McGraw Hill
260			_c2005
300			_a774 p.
300			_bIncludes index
520			_aAdvertising, as you know, is changing. That is why this textbook is about adver tising and IMC. It includes all the key advertising principles and practices plus the integration process that maximizes advertising's effectiveness. IMC-integrated marketing communication-is no magic wand or silver bullet but simply the process of advertising, promotions, and media working together in strategic and effective ways. As the following excerpts attest, integration is no longer just a buzzword. Integration is now the foundation of most major advertising and pro-motion efforts.
650			_aBrand name products - marketing - management
942			_2ddc _cBK
999			_c1684 _d1684