广告学资源库 moriarty_adv-imc9_tif_ch18.docVIP

PAGE 1 Copyright ? 2012 Pearson Education, Inc. Publishing as Prentice Hall Advertising IMC: Principles and Practice, 9e (Moriarty) Chapter 18 The IMC Umbrella 1) Total communication over the life of a brand is referred to as ________. A) lifetime customer value B) lifetime customer communica