Integrated Marketing Communication

§   Communication has been variously defined as the passing of information, the exchange of ideas, or the process of establishing a commo...

§   Consumer behavior can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, eval...

Appeals and Execution Styles The advertising appeal refers to the approach used to attract the attention of consumers and/or to influ...

One of the most important components of an integrated marketing communications program is the advertising message. Advertising creativity...

This chapter deals with the basic plan of media planning, determination of media objectives, development of the media strategy, and forma...