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Understanding Communication Models in IMC by alexandrebarbier607 is a document available to read on EtoBox.
What is Understanding Communication Models in IMC about?
The lecture focuses on the communication process in Integrated Marketing Communications (IMC), discussing both the linear and interactional models of communication. Key concepts include the roles of opinion leaders, followers, and word-of-mouth (WOM) communications in influencing consumer behavior and the diffusion process of innovations. The session aims to provide a critical understanding of these models and their implications for marketing strategies.
- Author
- alexandrebarbier607
- Language
- EN