Nowak and Phelps use advertising theory as the basis for their discussion of IMC. Over the past

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Nowak and Phelps use advertising theory as the basis for their discussion of IMC. Over the past few years, this has proved to be a most difficult comparison.

What other communication theory base might be used to construct a relevant understanding of IMC?

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A Reader In Marketing Communications

ISBN: 9780073381091

8th Edition

Authors: Philip J. Kitchen, Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz

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Question Posted: Oct 24, 2024 05:01 AM

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Nowak and Phelps use advertising theory as the basis for their discussion of IMC. Over the past

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A Reader In Marketing Communications

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