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Topic 9: Designing Integrated Marketing Communications and Mass Communication
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Overview
Topic 9 discusses about designing integrated marketing communications and mass communication. Marketing communications are how firms takes the effort to inform, persuade, and remind consumers, directly or indirectly regarding the products and brands they sell. In brief, they signify the voice of the company and its brands; with their help, firms can establish a dialogue and build relationships with consumers.
Learning Outcomes
By the end of this topic, you should be able to:
- Understnad the role of marketing communications, and
- Explain the steps required in developing an advertising programs