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Advertising in Integrated Marketing Communication by Joey Johnson is a document available to read on EtoBox.
What is Advertising in Integrated Marketing Communication about?
Integrated marketing communications involves coordinating all forms of marketing to maximize impact on customers. It includes advertising, direct response, digital media, sales promotions, public relations, experiential marketing, personal selling, and other touchpoints. Factors driving more integrated approaches include changing media consumption habits, the rise of social media, and demands for accountability. Marketers must understand consumer behavior concepts like needs, motivations, personality, attit
- Author
- Joey Johnson
- Language
- EN