9. As the media environment changes, explain how this impacts the role of advertising and promotion. Why
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9. As the media environment changes, explain how this impacts the role of advertising and promotion. Why is the IMC process different than it was, say, 20 years ago?
(LO 2-1)
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Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9781260570991
12th International Edition
Authors: George Belch, Michael Belch
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