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Purina dog chow slide - PowerPoint PPT Presentation

Slide 18-1

Slide 18-1. C HAPTER. INTEGRATED MARKETING COMMUNICA-TIONS AND DIRECT MARKETING. Slide 18-2. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:. Discuss integrated marketing communication and the communication process . Describe the promotional mix and the uniqueness of each component .

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Slide 18-6

THE COMMUNICATION PROCESS. Promotional Mix. Integrated Marketing Communications (IMC). Communication. Source. Message. Channel of Communication. Receivers. Slide 18-6. FIGURE 18-1 The communication process. Slide 18-7. THE COMMUNICATION PROCESS. Encoding and Decoding. Encoding.

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Purina dog chow slide - PowerPoint PPT Presentation

Slide 18-1

Slide 18-6