EBK MINDTAPV2.0 CONTEMPORARY MARKETING,
17th Edition
ISBN: 9781337091022
Author: Kurtz
Publisher: VST
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Chapter 16, Problem 3ALR
Summary Introduction
To discuss: The reason why sponsorship is an important part of integrated marketing communications (IMC).
Integrated marketing communications is the process of designing the programs of marketing communications, which coordinate all the promotional activities. Some of the promotional activities includes sales promotion, advertising, direct marketing, personal selling, and public relations.
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Chapter 16 Solutions
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