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Advertising Promotion and and Marketing communications Latest Edition 2021
This is a well-researched and comprehensive guide in advertising and marketing strategies.
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Chapter 1— An Overview of Integrated Marketing Communications
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Chapter 1— An Overview of Integrated Marketing Communications
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Chapter 2—Enhancing Brand Equity and Accountability
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Chapter 2—Enhancing Brand Equity and Accountability
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Chapter 3—Brand Adoption, Brand Naming, and Intellectual Property Issues
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Chapter 3—Brand Adoption, Brand Naming, and Intellectual Property Issues
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Chapter 4—Environmental, Regulatory, and Ethical Issues
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Chapter 4—Environmental, Regulatory, and Ethical Issues
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Chapter 5—Segmentation, Targeting, and Positioning
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Chapter 5—Segmentation, Targeting, and Positioning
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Chapter 6—The Communication Process and Consumer Behavior
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Chapter 6—The Communication Process and Consumer Behavior
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Chapter 7—The Role of Persuasion in Integrated Marketing Communications
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Chapter 7—The Role of Persuasion in Integrated Marketing Communications
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Add to cartChapter 8—Objective Setting and Budgeting
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Add to cartChapter 9—Overview of Advertising Management
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Add to cartChapter 10—Effective and Creative Ad Messages
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Chapter 11—Endorsers and Message Appeals in Advertising
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Chapter 11—Endorsers and Message Appeals in Advertising
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Add to cartChapter 12—Traditional Advertising Media
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Add to cartChapter 13—Online and Mobile Advertising
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Add to cartChapter 15—Direct Marketing and Other Media
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Chapter 16—Advertising Media: Planning and Analysis
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Chapter 16—Advertising Media: Planning and Analysis
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Add to cartChapter 17—Measuring Ad Message Effectiveness
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Chapter 18—Sales Promotion Overview and the Role of Trade Promotion
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Chapter 18—Sales Promotion Overview and the Role of Trade Promotion
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Chapter 19—Consumer Sales Promotion: Sampling and Couponing
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Chapter 19—Consumer Sales Promotion: Sampling and Couponing
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Chapter 20—Consumer Sales Promotion: Premiums and Other Promotions
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Chapter 20—Consumer Sales Promotion: Premiums and Other Promotions
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Chapter 21—Public Relations, Word-of-Mouth Influence, and Sponsorships
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Chapter 21—Public Relations, Word-of-Mouth Influence, and Sponsorships
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Chapter 22—Packaging, Point-of-Purchase Communications, and Signage
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Chapter 22—Packaging, Point-of-Purchase Communications, and Signage
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