1 Overview of IMC
In the world of marketing and communication, much changes. There is no question that over the past several years we have seen a surge in e-marketing and a seemingly endless stream of digital media introductions, especially with social media. This has led many to suggest that the role of advertising and other marketing communication options, and how they work, is also changing. It is not. The mind still processes information in the same way, and the role of advertising and other marketing communication continues to be what it has always been: to move more of a branded product or service or to obtain a higher price point than would have been possible without it. Rossiter and Percy (2013) have provided ...
Get Strategic Integrated Marketing Communications, 4th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
