Principles of Advertising and IMC, 2nd Edition

by Tom Duncan

Principles of Advertising and IMC, 2/e by Tom Duncan 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. Principles of Advertising and IMC 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 (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course.

800 pages, Hardcover

First published January 23, 2004

Reviews

[Claudio Laferla · Rating 5 out of 5]

This is a 'must have' for people working both in the marketing sector and for those who would like to implement marketing. It is an excellent book with high quality examples and explanation.

[M_nauman_naseeryahoo.com]

hi

[Ottotan · Rating 5 out of 5]

Strongly recommend to read after you have general framework of integrated marketing communication. It will offer you more succeed case from each communication tools

[Kartika · Rating 4 out of 5]

good

[Apurva Gundecha · Rating 3 out of 5]

good one

[Citra Hayu · Rating 5 out of 5]

very useful haha

[Jeric · Rating 5 out of 5]

read it

[Sarah Adriana]

I want to make a journal for my campus, so i need datas from this book .thank you :)