communication -- Summary -- Part II Components of IMC -- 4 Advertising -- The role of advertising in IMC -- Types of advertising … IMC -- Market characteristics that influence IMC effectiveness -- Relative advertising versus promotion strengths … -- Advantages of using advertising and promotion together -- Summary -- 12 The IMC planning process -- Selecting a target audience …

, the philosophy of advertising is significantlychanging. Most businesses realize that the dayswhen they relied on three … to standardizedadvertising. Many of them begin to adopt moreindividualized advertising approaches, empowered byInternet … technologies.This book outlines three fundamental strategies of advertising:standardized, targeted, and individua …