莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_16.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 16IMC ManagementCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 5Principle: IMC and Total Communication Key ObjectivesDiscuss the eight key IMC concepts and explain why are they important.Outline the key parts of an IMC campaign plan.Identify the strategic decisions that underlie effective international marketing communication.Explain what we mean by 360-degree communication program planning. The Susan G. Komen Foundation for the CureInspired by the success of red ribbons in raising awareness of AIDS,