莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_04.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 4Action and Interaction: Direct Response and PromotionsCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 1Principle: All Communications One Voice Key ObjectivesIdentify the functions and key elements of direct-response communication.Explain the importance of promotion.Describe multiplatform promotions and explain how they are used.Discuss databases and their importance to consumer and brand interaction. Chapter Opener: Direct Response Reaches a Global MarketThe Katla Food’s “Message in a Bottle” campaig