How does the IMC approach differ from the top-down media planning approach?

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Contemporary Advertising and Integrated Marketing Communications

ISBN: 978-0078028953

14th edition

Authors: William Arens, Michael Weigold, Christian Arens

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Question Posted: Mar 17, 2016 03:46 AM

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How does the IMC approach differ from the top-down media planning approach?

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Advertisers using the IMC planning model start by segmenting their target a...View the full answer

Contemporary Advertising and Integrated Marketing Communications

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