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IMC Summary. Table 1.4 The 4Cs Framework – a summary of the key characteristics of the tools of marketing communications Fill . Major communication tools. New Tools, New Media. Broadcast advertising (TV/radio). Print advertising (newspaper/magazine). Interactive/internet marketing.
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Table 1.4 The 4Cs Framework – a summary of the key characteristics of the tools of marketing communications Fill
New Tools, New Media Broadcast advertising (TV/radio) Print advertising (newspaper/magazine) Interactive/internet marketing Website/on-line advertising Outdoor/billboards Mobile/Wap Personal selling Telemarketing Packaging Direct marketing Publicity/PR Point of purchase Product placement Sales promotion Word of mouth Events & sponsorship
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