test bank for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by Belch

name：test bank for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition
Edition：10th Edition
author：by George E. Belch, Michael A. Belch
ISBN：978-0078028977
ISBN-10: 0078028973
type：Test bank /题库
format：word/zip
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in this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations’ promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions.

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