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Chapter 13 Objectives

Chapter 13 Objectives. After reading Chapter 13, you will be able to: Define integrated marketing communication (IMC) and explain the importance of hierarchy of effects models.

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Introduction to Advertising History and Roles

Introduction to Advertising History and Roles. What is Advertising?. Advertising is:. Paid, Nonpersonal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience. Advertising is:. structured and composed nonpersonal communication of information,

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Usually persuasive - PowerPoint PPT Presentation

Chapter 13 Objectives

Introduction to Advertising History and Roles