Part II Components of IMC
In the first part of this book we looked at integrated marketing communication(IMC), its definition and a broad introduction. IMC's role in building brands and strengthening companies was discussed. In this part we begin to examine the fundamental building blocks of IMC, the basic elements that go into building brands and strengthening companies, and how messages are delivered. In Chapters 4 and 5 we look at the meaning of traditional advertising and promotion, noting that they represent a fundamental strategic difference in communication objectives. Marketing communication that is primarily directed towards building brand equity through a strong brand attitude over time is what is traditionally ...
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