Test bank for Advertising & Promotion 7th Canadian Edition by Michael Guolla

name：test bank for Advertising and Promotion: An Integrated Marketing COMmunications Perspective 7th Canadian Edition by Michael Guolla Edition：7th Canadian Edition author：by Michael Guolla ISBN：ISBN-10 : 1260060411 ISBN-13 : 9781260060416 type：TEST BANK format：word/zip All chapter include Guolla Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the Marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. This text introduces students to Advertising and Promotion with an integrated marketing communications (IMC) perspective. IMC calls for a “big picture” approach to planning promotion programs and coordinating the communication tools described above to positively enhance a brand. To make effective promotional decisions, a promotional planner must decide how the IMC tools will work individually and collectively so that the organization can achieve its goals efficiently. Cover + Preview