Bus-to-Bus Advertising/IMC (AIMC 375)
A study of business-to-business advertising/IMC strategies and techniques with emphasis on its use in improving the salesperson's productivity. Explores business market places and industrial purchasing behavior, IMC department organization and integration with other marketing efforts, focusing on a detailed review of the creative and media functions perfomed in the context of business-to business marketing and sales objectives. Prerequisite: AIMC 222 or ADVG 222 and Junior status. Typically Offered Spring and Summer.
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