Description

Topics include: - Introduction to IMC - IMC in the Marketing Process - Perspectives on Consumer Behaviour - Communication Process - Planning, Insights & Analytics - Creative Strategy - Media Planning & Strategy - Advertising (Broadcast, Print & Support) Readings: Chs 11 & 13 (Belch etal) - PR and Publicity - Sales promotion, Direct Marketing and Personal Selling - Campaign Effectiveness & Issues in Advertising


UTS

Semester 2, 2020


19 pages

4,192 words

$34.00

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