Discuss the issues raised in this chapter that represent challenges for those who champion integrated brand promotions.

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Discuss the issues raised in this chapter that represent challenges for those who champion integrated brand promotions. Why would central control be required for achieving IBP? If media planners wish to play the role of central controller, what must they do to qualify for the role?
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Advertising and Integrated Brand Promotion

ISBN: 978-0538473323

6th edition

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

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