What role does point-of-purchase advertising play as an IBP tool? In what ways can a firm ensure

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What role does point-of-purchase advertising play as an IBP tool? In what ways can a firm ensure coordination of its P-O-P with other promotional efforts?

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Advertising and Integrated Brand Promotion

ISBN: 978-0538473323

6th edition

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

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Question Posted: Apr 19, 2016 11:46 AM

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What role does point-of-purchase advertising play as an IBP tool? In what ways can a firm ensure

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