IMC Perspectives

These boxed items feature in-depth discussions of interesting issues related to the chapter material and the practical application of integrated marketing communications. Each chapter contains several of these insights into the world of integrated marketing communications. Some of the companies/brands whose IMC programs are discussed in these perspectives include Jet Blue, Dell Computer, Jupiter Media Matrix, BMW Mini-Cooper, Intel, USA Today, PT-Cruiser, and Dunkin' Donuts. Issues such as the use of music to enhance the effectiveness of commercials, the value of stadium naming rights, public relations blunders, and problems that companies have encountered when using contests and sweepstakes are also discussed in the IMC Perspectives.

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Think Big and Grow Rich in the Digital Age

Think Big and Grow Rich in the Digital Age

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