Solution for Advertising and IMC: Principles and Practice 10th Edition Chapter 2, Problem 1

by Sandra Moriarty Nancy Mitchell William D. Wells
365 Solutions 19 Chapters 64817 Studied ISBN: 9780133506884 Art and Architechture 5 (1)

Chapter 2, Problem Advertising 1 : 2-4. What is the difference between marketing communication...

2-4. What is the difference between marketing communication and brand communication?


Step-By-Step Solution


Marketing communication (marcom) involves the use of a variety of tools and functions, such as advertising, public relations, sales promotion, direct response events and sponsorships, point of sale, digital media, and the communication aspects of packaging, as well as personal sales and a number of new forms of online communication that have recently emerged. Marketing communication tools deliver a complex system of brand messages we refer to as brand communicationall various marketing communication messages and brand experiences that create and maintain a coherent brand.


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