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Download Advertising & IMC: Principles and Practice (What’s New in Marketing) 11th Edition PDF – eBook

CONTENTS
About the Authors xix
Preface xxi
PART 1 Principle: All Communications One Voice
1 Strategic Brand Communication 4
IT’S A WINNER: New Pig: Partners in Grime 5
The Marketing Foundation 8
The Marketing Mix 8 | Marketing and Messages 8 | Who Are the Key
Players? 9 | What Are the Most Common Types of Markets? 9
THE INSIDE STORY: Dos and Don’ts of an Insatiable Client 10
How Does the Marketing Mix Send Messages? 11 | What Is the Added
Value of Marcom? 13
What Is Integrated Marketing Communication? 14
How Does New Pig Use IMC? 14
A DAY IN THE LIFE: A View from the Marcom Front Line 15
Why Focus on Brands? 16 | Branding Differentiates Products and
Organizations 16 | How Does a Brand Acquire Meaning? 17
A MATTER OF PRACTICE: Branding Billings 18
How Does Brand Transformation Work? 19
A MATTER OF PRINCIPLE: Ivory: It’s Pure and It Floats 21
Brand Value and Brand Equity 22
A PRINCIPLED PRACTICE: Pause for the Cause: Boosting Brand
Value with Cause Marketing 23
Brand Communication in a Time of Change 25 | Looking Ahead 28
Developing Skills for Your Career 28
IT’S A WRAP: Kiss a Pig and Hug a Sock 29
Key Objectives Summary 29
Key Terms 29
Review Questions 30
Discussion Questions 30
Take-Home Projects 31
TRACE North America Case 31
2 Advertising 32
IT’S A WINNER: Burn Some to Earn Some 33
The Practice of Advertising 35
THE INSIDE STORY: The Importance of a Definition 36
What Are Advertising’s Basic Functions? 36 | What Are the Key Components
of Advertising? 37 | What Are the Common Types of Advertising? 38 | What
Roles Does Advertising Perform? 40

A MATTER OF PRACTICE: The Greatest Commercial Ever Made 41
Evolution of the Key Concepts of Advertising 42
Eras and Ages 42
The Advertising World 47
Who Are the Key Players? 47
A MATTER OF PRACTICE: Mad Men: An Unsentimental Education 48
THE INSIDE STORY: Freelancing: Two Sides of the Coin 51
Types of Agencies 51
THE INSIDE STORY: Content Management: Making It Happen 53
How Are Agencies Paid? 55
A DAY IN THE LIFE: Account Management: A Priceless Feeling 56
Jobs within Agencies 56
Changes in the Practice of Advertising 57
Consumer Takes Control 57 | Weakened Media and Blurred Lines 58 |
Interactive Communication and Real-Time Advertising 58 |
Effectiveness 59 | Integrated Marketing Communication 59
A MATTER OF PRINCIPLE: If It Isn’t Effective, It Isn’t Creative 60
IT’S A WRAP: Manning Says You Don’t Get It If You Don’t Sweat It 61
Looking Ahead 61
Key Objectives Summary 61
Key Terms 62
Review Questions 63
Discussion Questions 63
Take-Home Projects 63
TRACE North America Case 63
3 Public Relations 64
IT’S A WINNER: Always Runs #LikeAGirl 65
What Are Public Relations? 66
Public Opinion 67 | Reputation: Goodwill, Trust, and Integrity 67 |
How Public Relations Contributes to Brand Perception 68
A MATTER OF PRACTICE: Content Management as a Career
in Public Relations 71
How Do Public Relations Work? 71
Aspects of Public Relations That Focus on Relationships 71 |
Aspects of Public Relations That Focus on Particular Functions 73
What Are Common Public Relations Tools? 75
A DAY IN THE LIFE: A Communications Manager Juggles
Responsibilities 76
Advertising 77 | Media Relations 79 | Publications 80 | Other Tools 81 |
Online Communication 82
A MATTER OF PRACTICE: APR: The Gold Standard 83
What’s Trending in Public Relations? 84
Looking Ahead 84
IT’S A WRAP: Running #LikeAGirl Wins Like a Champion 85
Key Objectives Summary 85
Key Terms 86
Review Questions 86
Discussion Questions 86

Take-Home Projects 87
TRACE North America Case 87
4 Action and Interaction: Direct Response and Promotions 88
IT’S A WINNER: Fishing for Prospects around the Globe 89
Functions and Elements of Direct-Response Communication 91
Who Are the Key Players? 92 | Key Elements of DRC 92 |
What Are the Primary Media of DRC? 94
THE INSIDE STORY: Thinking Outside the Mailbox 96
THE INSIDE STORY: Basketball, Dolls, and Cat Outfits. March Really
Is Madness 99
The Importance of Promotion 101
THE INSIDE STORY: A Cross-Country Production for Best Buy 102
Marketplace Changes 102 | Promotional Big Ideas 103 | The Functions
of Promotion 103 | How Are Consumer Promotions Used? 105 |
Demand: Push and Pull 107
PRACTICAL TIPS: Planning Point-of-Purchase Promotions 108
Multiplatform Promotions 109
Sponsorships 109 | Events 109 | Event Marketing and Special Events 109
A MATTER OF PRACTICE: Active Engagement through Event
Sponsorships 110
A MATTER OF PRINCIPLE: The Underdog Wins the Super Bowl
Ad Championship 111
Loyalty Programs 112 | Partnership Programs 112 | Integrated
Communication and Promotion 113
Databases and Why They Are Important to Interaction 113
A PRINCIPLED PRACTICE: Privacy: Use but Don’t Abuse
Consumer Information 115
IT’S A WRAP: Hot Leads and Cold Shrimp 116
Key Objectives Summary 117
Key Terms 117
Review Questions 118
Discussion Questions 118
Take-Home Projects 118
TRACE North America Case 119
Hands-On Case 119
PART 2 Principle: Be True to Thy Brand—and Thy Consumer
5 How Brand Communication Works 122
IT’S A WINNER: A Tale of Brotherly Love and Sharp Thinking 123
It All Begins with Communication 124
The Mass Communication Foundation 124 | Adding Interaction to Brand
Communication 126
THE INSIDE STORY: What Went Wrong at Office Depot? 128
Other Aspects of Communication 128 | The Effects behind Effectiveness 129
The Facets of Impact 131
The Perception Facet: Awareness 132 | The Emotion Facet: Feel 134
A PRINCIPLED PRACTICE: Ice Cubes, Breasts, and Subliminal Ads 135

The Cognitive Facet: Think/Understand 138 | The Association Facet:
Connect 141
A MATTER OF PRACTICE: May VW’s Force Be with You 141
The Persuasion Facet: Believe 143
A MATTER OF PRINCIPLE: The Engagement Strategy behind
Sports Advertising 146
The Behavior Facet: Act/Do 147
The Power of Brand Communication 149
Strong and Weak Effects 149
A PRINCIPLED PRACTICE: A Principle of the Soul 150
Looking Ahead 151
IT’S A WRAP: Creating Ideas That Stick 151
Key Objectives Summary 152
Key Terms 153
Review Questions 153
Discussion Questions 153
Take-Home Projects 154
TRACE North America Case 154
6 Strategic Research 155
IT’S A WINNER: Lean Cuisine Weighs in to Support What Really
Matters to Its Customers 156
The Research Process 158
Why Do We Need Research? 158
Market Information 159 | Consumer Insight 160 | Media Research 161 |
Message Development and Diagnostics 162 | Evaluation 162 |
Design the Study 163
A MATTER OF PRINCIPLE: Finding Moments of Truth 164
Basic Research Designs 166
A PRINCIPLED PRACTICE: Does Advertising Make Smoking Cool? 169
Choose Methods and Collect Data 170
Quantitative Methods 170
A MATTER OF PRACTICE: Online Marketing Research 172
Qualitative Methods 172
A PRINCIPLED PRACTICE: Advice from College Student Binge
Drinkers: “Don’t Be the One Who Drinks the Least, but Don’t Be the
One Who Drinks the Most” 176
How Do You Choose a Research Method? 178
A MATTER OF PRACTICE: Embracing the Era of Big Data 179
Analyze Data and Report Findings 180
Research Trends and Challenges 180
Online Research Trends 180 | Sampling Challenges 180 | Global Issues 180 |
IMC Research Challenges 181 | Looking Ahead 181
IT’S A WRAP: Lean Cuisine Weighs in to Support What Really
Matters to Its Customers 181
Key Objectives Summary 182
Key Terms 182
Review Questions 183
Discussion Questions 183
Take-Home Projects 183
TRACE North America Case 183

7 Segmenting and Targeting the Audience 184
IT’S A WINNER: Dove Audiences Redefine Beauty 185
Starting the Conversation 187
How Do Consumers Make Brand Decisions? 187 | Paths to a Brand
Decision 187
What Influences Consumer Decisions? 188
Cultural Influences 188 | Social Influences 190
A MATTER OF PRINCIPLE: “There Are No Ugly Women, Only Lazy
Ones”: Why Dove’s Real Beauty Campaign Flopped in Taiwan 191
THE INSIDE STORY: Scotts Brand Comes Alive as Scott 192
Psychological Influences 193 | Influences on B2B Decision Making 195
How Do We Segment Markets and Target Audiences? 196
Segmentation Strategies 196 | Types of Segmentation 197 |
Targeting the Best Audiences 198
Profiling Markets and Target Audiences 199
Targeting and Profiling Using Demographics 199
A MATTER OF PRACTICE: Same-Sex Marriage: A Boon to the
Economy? 202
Targeting and Profiling Using Psychographics 204 | Sociodemographic
Segments 206 | Targeting and Profiling Using Behavioral Patterns 209 |
Seeking Seekers 210 | Looking Ahead 211
IT’S A WRAP: The Beauty of a Campaign 211
Key Objectives Summary 212
Key Terms 212
Review Questions 213
Discussion Questions 213
Take-Home Projects 214
TRACE North America Case 214
8 Strategic Planning 215
IT’S A WINNER: Chick-fil-A Gets Love from Renegade Cows 216
What Is Strategic Planning? 218
The Business Plan 219
THE INSIDE STORY: RPIE (Research, Planning, Implementation,
Evaluation): A Realistic View 219
A PRINCIPLED PRACTICE: “Just Give Me My One Vice” 222
The Marketing Plan 222
A MATTER OF PRACTICE: “My SPAR”: Letting Our Customers Lead 224
The Brand Communication/IMC Plan 224 | Plans for Marketing
Communication Functions 226
Key Strategic Decisions 226
The Communication Objectives 226
THE INSIDE STORY: Leadership in Management 227
The Target Audience 228 | Brand Identity Strategy 229
THE INSIDE STORY: Mistake #1: Drinking and Driving Drunk 230
Brand Positioning Strategy 231
Consumer Insight and Account Planning 237
Account Planning 237
A MATTER OF PRINCIPLE: The 7-Up Uncola Story: A Classic
in Repositioning 238

The Consumer Insight Process 239 | The Creative Brief 241 |
Looking Ahead 242
IT’S A WRAP: Cows Build Moo-Mentum for Chick-fil-A 242
Key Objectives Summary 243
Key Terms 243
Review Questions 243
Discussion Questions 244
Take-Home Projects 244
TRACE North America Case 244
Hands-On Case 244
PART 3 Principle: Great Creative Communicates a Truth
about a Brand
9 The Creative Side 248
IT’S A WINNER: REI Tells Customers to Take a Hike 249
What Is the Role of Creativity in IMC? 250
The Art and Science of IMC 251
THE INSIDE STORY: A Passion for the Business 252
Creative Thinking: How Do You Do It? 252
What’s the Big Idea? 253
A MATTER OF PRACTICE: The Second Creative Revolution:
Magical Thinking Meets Bits and Bytes 254
PRACTICAL TIPS: Checklist for Killer Ads 255
The ROI of Creativity 256 | The Creative Leap 257 | Dialing Up Your
Creativity 257 | The Creative Process: How to Get an Idea 259 |
Brainstorming 260
What Are Some Key Message Strategy Approaches? 261
The Creative Brief 262 | Translating Communication Objectives
into Message Strategies 264 | Choosing the Strategic
Approach That Fits 264 | Strategic Formats 266
A MATTER OF PRINCIPLE: Six Message Strategies in Six Minutes 267
Matching Messages to Objectives 271
What Issues Affect the Management of Creative Strategy and Its
Implementation? 274
Extension: An Idea with Legs 274 | Adaptation: Taking an Idea Global 274 |
Evaluation: The Go/No-Go Decision 274 | Looking Ahead 275
IT’S A WRAP: Taking the Outside Chance Pays Off 275
Key Objectives Summary 276
Key Terms 277
Review Questions 277
Discussion Questions 277
Take-Home Projects 278
TRACE North America Case 278
10 Promotional Writing 279
IT’S A WINNER: Old Spice: Masculinity Delivered Ridiculously 280
The Writer’s Role in Brand Communication 281

The Language of Brand Communication 282 | Writing Styles 284 |
Strategy and Legal Imperatives 285
Types of Brand Communication Writing 286
Advertising Copywriting 286
THE INSIDE STORY: The Soul of a Copywriter 287
PRACTICAL TIPS: So You Think You Want to Create a Funny Ad? 289
A DAY IN THE LIFE: The Five Kinds of Days You’ll Have as a Copywriter 290
Public Relations Writing 290 | Direct-Response Writing 292
Writing for Various Media 292
Basics of Writing for Print Media 292
A MATTER OF PRINCIPLE: The Principle of Truth 297
Radio Messages and How to Write Them 298 | Television/Video Messages
and How to Write Them 300
A MATTER OF PRACTICE: How the Emotional Pivot Works in a Story 302
How to Write for the Internet: Online Media 305
Challenges Writers Face 307
Writing for a Global Brand 307 | Looking Ahead 308
IT’S A WRAP: Scents-national Success 308
Key Objectives Summary 309
Key Terms 309
Review Questions 310
Discussion Questions 310
Take-Home Projects 311
TRACE North America Case 311
11 Visual Communication 312
IT’S A WINNER: Picture This “Fearless Girl” 313
What Is the Role of Visual Communication? 314
A PRINCIPLED PRACTICE: An Imperative: Respect the Dignity
of Person 315
Visual Impact 315 | Brand Image and Position 317 | Visual Storytelling 318 |
Emotion and Visual Persuasion 319
A MATTER OF PRINCIPLE: Save the Pandas! Save the Baby Seals!
Save the Eagles! Save the Toads? 320
THE INSIDE STORY: Large or Small, Which Would You Choose? The
Good, Bad, and Ugly, Exposed 321
What Are the Basics of Design? 321
The Designer’s Tool Kit 321
A MATTER OF PRINCIPLE: Using Chinese Folk Arts in Promotional Designs 324
Design Principles, Layout, and Styles 326 | Composition 328 |
Environmental Design 329
Essentials of Production for Print 330
Print Media Requirements 330 | Print Art Reproduction 331 |
Binding and Finishing 333 | 3-D Printing 333
Essentials of Video Production 333
Filming and Editing 334 | The Process of Producing Videos
and Commercials 335 | The Production Process 336
Web Design Considerations 337
Action and Interaction 338 | Looking Ahead 339
IT’S A WRAP: “Fearless Girl” Is Bullish on Women’s Equality 339

Key Objectives Summary 340
Key Terms 340
Review Questions 341
Discussion Questions 341
Take-Home Projects 341
TRACE North America Case 342
Hands-On Case 342
PART 4 Principle: Media in a World of Change
12 Media Basics 346
IT’S A WINNER: Axe’s Manifesto on Modern Masculinity 347
What Do We Mean by Media? 348
IMC and Media 349 | Changes in the Media Industry 349 | Media Types
and Terms 351
A MATTER OF PRACTICE: What Is Native Advertising? 352
The Evolution of Media Forms and Functions 355
A MATTER OF PRINCIPLE: How Consumers Mentally Engage
with TV Ads 356
Key Media Players 358
What Are the Fundamentals of Media Strategy? 359
The Media Plan 359 | Key Strategic Media Concepts 359 |
The Basis for the Buy 361
Changing Patterns of Media Use 363
Consumer Use of Media 363 | Alternative Media Forms 364
A MATTER OF PRINCIPLE: Creative Use of Out-of-Home
and Nontraditional Media 365
Looking Ahead 367
IT’S A WRAP: Axe Cleans Up 368
Key Objectives Summary 368
Key Terms 369
Review Questions 369
Discussion Questions 369
Take-Home Projects 370
TRACE North America Case 370
13 Paid Media 371
IT’S A WINNER: The Art of Laying an Egg and Making It Golden 372
Traditional Paid Media 374
Published Print Media 374
THE INSIDE STORY: Tsunami Disaster: The Inherent Value
of Newspapers and Their Ads 375
Published Media: Newspapers 375 | Published Media: Magazines 379 |
Published Media: Directories 383 | Broadcast Media: Radio 383 |
Broadcast Media: Television 386
Out-of-Home Media 391
Movie Advertising 392 | Video Game Advertising 392 | Place-Based
Media 393
PRACTICAL TIPS: Outdoor: An Effective Brand Communication Medium 395

Online Advertising 397
THE INSIDE STORY: Indian Villagers Advertise on Mobile Phones 398
Website Advertising 399 | Search Advertising 402 | Online Advertising
Sales 403 | Digital Issues for Traditional Media 403 | Looking Ahead 404
IT’S A WRAP: Aflac’s Flap Ducks Disaster 404
Key Objectives Summary 405
Key Terms 405
Review Questions 406
Discussion Questions 407
Take-Home Projects 407
TRACE North America Case 407
14 Owned, Interactive, and Earned Media 408
IT’S A WINNER: Engaging Endurance 409
Owned Media: We Own It, We Control It 410
Corporate Presence Media 410 | Branded Media 412
A MATTER OF PRACTICE: The Serious Business of Play:
Advertising in Video Games 413
The Media of Retail 414 | The Owned Media of PR and Promotions 415
Owned but Interactive: Let’s Talk 417
Corporate Interactive Media 417 | Direct-Response Media 417 |
Personal Contact Media 417
A MATTER OF PRACTICE: The Day-to-Day Job in Digital
Strategy & Planning 418
Interactive Promotional Media 419 | Owned Digital Media 420
A MATTER OF PRACTICE: Using Social Media to Build Brand
Communities 421
Mobile Marketing 424
A MATTER OF PRACTICE: Your Mobile Future 425
Earned Interactive Media: Let’s Listen 427
Earned Publicity 427 | Word of Mouth 427 | Social Media Mentions 429 |
The Media of Sharing 430 | Earned and Interactive Media Considerations 432
Multiplatform Brand Communication 433
Viral Marketing Programs 433 | Social-Media Marketing 434 |
Integration of Platforms 434 | Looking Ahead 435
IT’S A WRAP: Xbox Wins 435
Key Objectives Summary 435
Key Terms 436
Review Questions 437
Discussion Questions 437
Take-Home Projects 437
TRACE North America Case 437
15 Media Planning and Negotiation 438
IT’S A WINNER: A Hair-Raising Story about Men’s Cancer 439
How Are Media Plans Created? 440
Media Engagement Research 441
THE INSIDE STORY: A Certainly Uncertain Journey 444
Key Steps in Media Planning 448
A DAY IN THE LIFE: What Do I Do as a Media Planner? 449

Step 1: Target Audience 449
A MATTER OF PRACTICE: Toyota Taps the Do-It-Yourself Community 450
Step 2: Communication and Media Objectives 452
A MATTER OF PRACTICE: Horizontal and Vertical Reach 454
Step 3: Media Strategies 455 | Step 4: Media Metrics and Analytics 463
A MATTER OF PRACTICE: Integrating Advertising and Public
Relations Media Planning 466
Beyond CPM 468
How Do Media Buying and Negotiation Work? 468
Media-Buying Basics 468
PRACTICAL TIPS: Interactive Media Buying 471
Multichannel Buying (and Selling) 472 | Global Media Buying 472
Media Planning and Buying Trends 473
Unbundled Media Planning and Buying 473 | Online Media Buying 474 |
New Forms of Media Research 474 | Looking Ahead 474
IT’S A WRAP: Having a Ball and Saving Lives 474
Key Objectives Summary 475
Key Terms 475
Review Questions 476
Discussion Questions 476
Take-Home Projects 476
TRACE North America Case 477
Hands-On Case 477
PART 5 Principle: IMC and Total Communication
16 IMC Management 480
IT’S A WINNER: The Power of Pink 481
Key IMC Concepts 482
Stakeholders and Brand Relationships 482
A MATTER OF PRINCIPLE: When Is Too Many Too Much? 483
Total Communication 483 | Moving from Channels to Contact Points 484 |
Message Synergy 484
THE INSIDE STORY: Developing Your Personal Brand 485
A Brand Is an Integrated Perception 486 | Unified Brand Vision 486 |
Internal Integration 486 | Brand Integrity 486
IMC Campaign Planning 487
What Is a Campaign Plan? 487 | Situation Analysis 488 | Campaign
Strategy 489 | The IMC Mix 492 | Message Strategy 493
A MATTER OF PRACTICE: A Campaign with Legs (and Flippers) 494
IMC Media and Contact Points 495 | Management and Campaign
Controls 497
THE INSIDE STORY: What in the World Is Marketing Portfolio Management? 498
International IMC Campaigns 500
Managing 360-Degree Communication Programs 502
Mission Marketing 503 | Internal Integration 503
A MATTER OF PRINCIPLE: Who’s the Integrator Here, Anyway? 505
Looking Ahead 506
IT’S A WRAP: Positively Pink 506

Key Objectives Summary 507
Key Terms 507
Review Questions 508
Discussion Questions 508
Take-Home Projects 508
TRACE North America Case 509
17 Evaluating IMC Effectiveness 510
IT’S A WINNER: Adobe Meets Marketing Myths with Measurement 511
Brand Communication Impact: Did It Work? 513
First Things First: The Campaign Objectives 513 | The Campaign Purpose:
Brand Building 513
A MATTER OF PRACTICE: Can You Really Predict the Impact
of Advertising on Sales? 514
Why Evaluation Matters 514
A MATTER OF PRACTICE: Standing Out in a Crowd Starts with
Outstanding Ideas 515
A MATTER OF PRINCIPLE: Completing the Cycle 516
How Evaluation Fits into the Stages of Brand Communication Testing 516
Evaluating the IMC Message 516
Experts in Message Evaluation 517 | Message Evaluation Techniques 519
Evaluating the Performance of Various IMC Tools 522
Advertising 522 | Public Relations 522 | Consumer, Trade,
and Point-of-Purchase Promotions 524
Evaluating the Performance of Media Vehicles 525
Media Optimization 525 | Evaluating Exposure 525 | Vehicle-by-Vehicle
Evaluation 526
IMC Campaign Evaluation Challenges 527
Measuring ROI 527
A MATTER OF PRACTICE: Cuban Tourism Advertising:
A Key to Improved Diplomatic Relations? 528
The Synergy Problem 529 | Digital Challenges 530 | International
Challenges 530
A PRINCIPLED PRACTICE: Can a Broken Guitar Really Hurt United? 531
Back to the Big Picture: Did the Campaign Work? 532
Connecting the Dots: Tying Measurement Back to Objectives 533 |
Looking Ahead 534
IT’S A WRAP: Metrics, Not Myths: Adobe Systems 535
Key Objectives Summary 536
Key Terms 536
Review Questions 537
Discussion Questions 537
Take-Home Projects 537
TRACE North America Case 537
18 Social Impact, Responsibility, and Ethics: Is It Right? 538
IT’S A WINNER: Sole Purpose: Selling Shoes with a Soul 539
What Is the Social Impact of Brand Communication? 541

What Are the Key Debates about the Social Impact of Marketing
Communication? 542
THE INSIDE STORY: Farmers Ending Hunger 543
What Are the Key Debates and Issues about Brand Communication Practices? 545
A MATTER OF PRINCIPLE: Respecting a Muslim Perspective 546
Communicators’ Ethical Responsibilities 553
Personal and Professional Ethics 553
A MATTER OF PRINCIPLE: Corporate Social Responsibility
and Pinkwashing 554
A MATTER OF PRACTICE: Advertising Gets No Respect! 555
Why and How Is Brand Communication Regulated? 557
Brand Communication’s Legal Environment 558 | The Regulatory
Environment 560 | The Impact of Regulation 562
A PRINCIPLED PRACTICE: The Problem of In-Advertising Disclosure 564
Media Review of Advertising 567 | Self-Regulation 567
IT’S A WRAP: Making a World of Difference 569
Key Objectives Summary 569
Key Terms 570
Review Questions 570
Discussion Questions 571
Take-Home Projects 571
TRACE North America Case 571
Hands-On Case 571
Appendix 573
Glossary 578
Endnotes 595
Index 609

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