Test Bank for Advertising and Promotion 6th Canadian Edition by Guolla
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|Table of Contents||Part 1: Understanding Integrated Marketing Communications Chapter 1: Integrated Marketing Communications Chapter 2: Organizing for IMC: Role of Agencies Chapter 3: Consumer Behaviour and Target Audience Decisions Chapter 4: Communication Response Models Part 2: Articulating the Message Chapter 5: Objectives for the IMC Plan Chapter 6: Brand Positioning Strategy Decisions Chapter 7: Creative Strategy Decisions Chapter 8: Creative Tactics Decisions Chapter 9: Measuring the Effectiveness of the Promotional Message Part 3: Delivering the Message Chapter 10: Media Planning and Budgeting for IMC Chapter 11: Broadcast Media Chapter 12: Print Media Chapter 13: Out-of-Home and Support Media Part 4: Strengthening the Message Chapter 14: Sales Promotion Chapter 15: Public Relations Chapter 16: Direct Marketing Chapter 17: Internet Media Part 5: Advertising and Society Chapter 18: Regulatory, Ethical, Social, and Economic Issues for IMC|