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advertising imc principles and practice 11th edition pdf
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Advertising IMC Principles and Practice 11th Edition is a comprehensive textbook that covers the principles and practices of integrated marketing communications in the field of advertising. This textbook provides students with a thorough understanding of the various components of advertising, including market research, consumer behavior, media planning, creative strategy, and campaign evaluation. It also discusses the importance of integrating various promotional tools, such as advertising, public relations, sales promotion, direct marketing, and social media, to create a cohesive and effective marketing communication strategy. The 11th edition includes updated case studies and examples to illustrate how these principles are applied in real-world advertising campaigns. Overall, this textbook serves as a valuable resource for students and professionals looking to enhance their knowledge and skills in the field of advertising and marketing communications.