Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 15 - George E. Belch, Michael A. Belch
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 15 - George E. Belch, Michael A. Belch
Chapter 15 - The internet: Digital and social media. The main goals of this chapter are: To understand the role of the Internet and digital and social media in an IMC program; to understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process; to understand how to evaluate the effectiveness of communications through the Internet, and digital and social media.