An IMC model shows students how campaign goals can be achieved through a tactical blend of advertising, sales promotion, public relations, direct marketing, packaging, and point-of-sale promotions. The text introduces new insights into consumer behavior, market segmentation, and one-on-one communications strategy.
Strategic Advertising Campaigns: Guides students through every phase of planning and implementing an advertising campaign. Fosters lively discussions as students learn the thinking behind the campaign. Illustrates how utilizing different promotional techniques can maximize new product sales and revive sales of declining products. Stimulates break-out thinking by providing an overview of all the alternatives open to a campaign planner.
