IMC : an integrated marketing communications exercise
Author(s)
Bibliographic Information
IMC : an integrated marketing communications exercise
South-Western College Pub., c2001
2nd ed.
- Other Title
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Integrated marketing communications exercise
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Note
Includes bibliographical references
Description and Table of Contents
Description
Learn the steps of putting together a fully integrated marketing communications program as you develop a mock IMC campaign with this easy-to-follow project workbook. This comprehensive supplementary package puts the reader in the role of a client services manager at a major full-service integrated marketing communications agency. The client, the Tourism Ministry of the Republic of Uruguay, wants the agency to create and manage a total advertising and marketing program for a new resort in Uruguay called Punta del Este. In approximately 80-pages, this project workbook supplies focused, step-by-step directions and guidance for the required judgements and client submissions. An exciting feature about this book is the integration of interactive media, stressing that any successful campaign would have to include a proposal on using the Internet and other interactive media to reach the dramatically growing number of users in the new media.
by "Nielsen BookData"