Executive Summary: The purpose of this report is explain the definition advertising and IMC, discuss how IMC working in our real life and business. This report discusses the strength and weakness of advertising as a stand alone promotional tool, from the strength and weakness, I find out: Although advertising is important, the other tools of marketing communication are also very useful for firms to promote their products and services. To face the challenge of advertising …showed first 75 words of 2421 total…

…showed last 75 words of 2421 total…p. *<Tab/>Janice, K., and Russell, A., (2001), "Perceptions of IMC and organizational change among agencies in South Africa" International Journal of Advertising. Vol. 20, pp. 361-380. *<Tab/>Shimp, T., (2000), "Joe came: case study", Advertising promotion: supplemental aspects of integrated marketing communications." 5th Edition, Fort Worth, Tex., London, Dryden. pp 67-72. *<Tab/>Managing Your Total Brand Management Manual http://www.buildingbrands.com/store/storedetails_01.html (24/08/2004, 21:56)