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Advertising and promotions : an IMC perspective

Shah, Kruti

Advertising and promotions : an IMC perspective by Kruti Shah and Alan D'Souza - New Delhi: Tata McGraw-Hill Publishing Co. Ltd 2009 - xxx, 987p., app., ind. 24 cm x 18 cm

ISBN: 9780070080317

Subjects--Topical Terms:
advertising
advertising strategy
advertising tool
analysis
broadcast media
budget
communication process
consumer behaviour
corporate advertising
creative execution
design
developing media plan
direct marketing
ethical environments
evaluation
Integrated Marketing Communication (IMC)
legal
measuring IMC performance
media planning
objectives
online
out of home media
print media
promotion tool
promotions
promotions
public relations
publicity
radio
research
sales promotion
strategy
structure
television
unconventional promotional media

Dewey Class. No.: 659.1 / SHA

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