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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. Guolla 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 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.
