Discuss how marketers of low-involvement products such as soft drinks or paper towels would use various IMC
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Discuss how marketers of low-involvement products such as soft drinks or paper towels would use various IMC tools differently than a marketer of a high-involvement product such as a personal computer or automobile. (LO3)
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Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9780073404868
9th Edition
Authors: George E. Belch, Michael A. Belch
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