The New World of Marketing Communication
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Transcript of The New World of Marketing Communication
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The New World of MarketingCommunication
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Advertising
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Types of Advertising
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Practices and Concepts• The Early Age of Print• The Early Age of Agencies• The Scientific Era• The Creative Revolution• The Era of Accountability
and Integration
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Advertising’s Key Components
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Strategy
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Message
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Media
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Evaluation
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PlayersThe AdvertiserThe AgencyThe MediaSuppliers/Consultants
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The Advertiser
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The Agency
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The Media
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Suppliers/Consultants
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Advertising AgenciesFull-Service
In-HouseSpecialized
Holding Companies
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Full-Service
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In-House
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Specialized
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Holding Companies
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Agency Jobs
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The Changing World of Advertising
Consumer in ChargeBlurring Lines and Converging
MediaAccountability and EffectivenessIntegrated Marketing
Communication (IMC)
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Consumer in Charge
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Blurring Lines and Converging Media
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Accountabilityand Effectiveness
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Integrated Marketing Communication (IMC)