5. Discuss some of the reasons why traditional advertising agencies have been developing more integrated marketing communication
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5. Discuss some of the reasons why traditional advertising agencies have been developing more integrated marketing communication capabilities.What changes might traditional agencies have to make to improve their IMC capabilities?
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Advertising and Promotion an integrated marketing communications perspective
ISBN: 978-0072536768
6th edition
Authors: George E. Belch, Michael A. Belch
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