Each chapter begins with a vignette that shows the effective use of integrated marketing communications by a company or ad agency or discusses an interesting issue that is relevant to the chapter. These opening vignettes are designed to draw the students into the chapter by presenting an interesting example, development, or issue that relates to the material covered in the chapter. Some of the companies, brands, and organizations profiled in the opening vignettes include the U.S. Army, BMW, Samsung, TiVo, Red Bull, Nike, Skyy Spirits, and Rolling Stone magazine. In addition, some of the chapter openers discuss current topics and issues such as branding, convergence, the role of advertising versus public relations, and the controversy over the advertising of hard liquor on network television.
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To Build Your Business It Is Crucial That You Have The Correct Info And Tools And Learn How To Build A Correct Business Plan! This is one area you must pay attention to… There are many areas of a business plan that you may not know about but need to know about. For instance... you may have no idea about an executive summary.