IMC: An Integrated Marketing Communications Exercise

IMC: An Integrated Marketing Communications Exercise

ISBN: 9780324014839
Publisher: South-Western College Pub
Edition: 2
Publication Date: 2000-02-04
Number of pages: 80
  • $22.98

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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.

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