Question: Using the textbook as a resource answer the following questions: 1. Describe the integrated marketing communications perspective and comment on its usefulness to advertising professionals.

Using the textbook as a resource answer the following questions: 1. Describe the integrated marketing communications perspective and comment on its usefulness to advertising professionals. 2. Explain how online advertising and m-commerce are vital to the success of e-commerce efforts. 3. Explain the concept of product placement and why it is a valuable new media advertising tool. 4. Characterize word-of-mouth (WOM), viral, and buzz marketing.

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