Integrated Communication: Synergy of Persuasive Voices

1st Edition

Esther Thorson, Jeri Moore

Psychology Press
Published May 13, 2016
Reference - 396 Pages
ISBN 9781138992535 - CAT# Y210432

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Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.


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