Advertising : an IMC perspective - Murthy, S. N.; Bhojanna, U. (New Delhi: Excel Boos, 2007)
Keywords: advertising agencies; advertising objects and budgeting; communication process; consumer behaviour; direct marketing; event management; IMC in marketing process; marketing communication organisations; media planning; message and creativity; personal selling; public relation; sales promotion; source, message and channel factor; support media; web advertising