This book explains the principles and practices of advertising and
the other marketing communication functions within an integrated
context complete with an integrated planning process. Duncan's text
presents the new ways companies communicate with business-savvy
customers. It also shows how and why top management demands
accountability of how advertising and promotion dollars are spent.
The text provides students with a basic understanding of all the
major marketing communication functions, the major media
alternatives, and the processes for integrating these activities in
the most effective and efficient way in order to develop long-term,
profitable customer relationships that build brands and create
brand equity. Based on feedback from reviewers, author Tom Duncan
has increased the 2nd edition coverage of key advertising concepts
to ensure a well-rounded approach to the Principles of Advertising
course.
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