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Test Bank (Downloadable Files) for Integrated Marketing Communications, 5th Edition, Keith J. Tuckwell, ISBN-10: 0134270371, ISBN-13: 9780134270371

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Keith J. Tuckwell

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Test Bank for Integrated Marketing Communications 5th Edition Tuckwell

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Test Bank for Integrated Marketing Communications, 5th Edition, Keith J. Tuckwell, ISBN-10: 0134270371, ISBN-13: 9780134270371

Table of Contents

Part I Understanding Integrated Marketing Communications

Chapter 1 Integrated Marketing Communications: An Overview

Chapter 2 Strategic Planning Principles

Chapter 3 Branding Strategy

Part II Planning for Integrated Media

Chapter 4 Advertising Planning: Creative

Chapter 5 Advertising Planning: Traditional Media

Chapter 6 Planning for Direct Response Communications

Chapter 7 Planning for Online and Interactive Communications

Part III Planning for Integrated Marketing

Chapter 8 Sales Promotion

Chapter 9 Public Relations

Chapter 10 Experiential Marketing, Events, and Sponsorships

Chapter 11 Personal Selling

Part IV Measuring Plan Performance

Chapter 12 Evaluating Marketing Communications Programs

Appendix 1 Media Buying Principles and Media Information Resources

Appendix 2 Integrated Marketing Communications Plan: Mr. Sub