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Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
Edition 5ISBN: 978-0132538961Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
Edition 5ISBN: 978-0132538961 Exercise 12
Describe the following terms: message theme, leverage point, appeal, and executional framework.
Explanation
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The message theme is an outline of the m...
Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
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