莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_01.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 1Strategic Brand CommunicationCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 1Principle: All Communications One Voice Key Objectives What is the marketing mix, and how does it send messages?What is integrated marketing communication?Understand how this text will prepare you for your career. Chapter Opener: A Fresh Take on an Established Market NicheNew Pig Corporation, an international business-to-business (B2B) company, has built a unique brand position in the often-dull niche markets of industrial