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Test Bank for Integrated Marketing Communications Strategic Planning Perspectives Canadian 5th Edition Tuckwell 0134270371 9780134270371
Test Bank for Integrated Marketing Communications Strategic Planning Perspectives Canadian 5th Edition Tuckwell 0134270371 9780134270371

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Product Details:

Integrated Marketing Communications presents essential elements of integrated marketing communications in a clear, concise, and informative manner. The book is written in a straightforward, easy-to-understand manner and is full of examples and illustrations that students will quickly identify with.

Language: English
ISBN-10: 0134270371
ISBN-13: 978-0134270371
ISBN-13: 9780134270371

Author: Keith Tuckwell

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Table of Content:

Part I Understanding Integrated Marketing Communications

Chapter 1 Integrated Marketing Communications: An Overview
Chapter 2 Strategic Planning Principles
Chapter 3 Branding Strategy

Part II Planning for Integrated Media

Chapter 4 Advertising Planning: Creative
Chapter 5 Advertising Planning: Traditional Media
Chapter 6 Planning for Direct Response Communications
Chapter 7 Planning for Online and Interactive Communications

Part III Planning for Integrated Marketing

Chapter 8 Sales Promotion
Chapter 9 Public Relations
Chapter 10 Experiential Marketing, Events, and Sponsorships
Chapter 11 Personal Selling

Part IV Measuring Plan Performance

Chapter 12 Evaluating Marketing Communications Programs

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