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Billboards and Advertising Clutter Roadside, 06/1972 by Marc St. John, U.S. Nat'l Archives Identifier: 412-DA-3697
BUS 409 is designed to introduce students to the field of advertising and promotion from an integrated marketing communication (IMC) perspective. The development of an IMC requires an understanding of the overall marketing process, customer behavior, and communications theory. Various applications of IMC tools such as advertising, sales promotion, publicity and public relations, personal selling, database marketing, and Internet marketing will be discussed using cases.
This guide includes information about using a variety of resources that could be particularly helpful for your group project. By conducting company, industry, and market research you can conduct a better situation analysis, and create more effective strategies.