Test bank for Advertising & Promotion 7th Canadian Edition by Michael Guolla

name：Test bank for Advertising and Promotion: An Integrated Marketing Communications Perspective 7th Canadian Edition by Michael Guolla
Edition：7th Canadian Edition
author：by Michael Guolla
ISBN：ISBN-10 : 1260060411
ISBN-13 : 9781260060416
type：Test bank
format：word/zip
All chapter include

Guolla Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. This text introduces students to advertising and promotion with an integrated marketing communications (IMC) perspective. IMC calls for a "big picture" approach to planning promotion programs and coordinating the communication tools described above to positively enhance a brand. To make effective promotional decisions, a promotional planner must decide how the IMC tools will work individually and collectively so that the organization can achieve its goals efficiently.