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　　As advertising agencies become increasingly pressed on accountability, producing memorable advertising is no longer enough. One must produce effective advertising - advertising that meets a client's goals internationally and locally. Advertising: Principles and Effective IMC Practice focuses especially on revealing how IMC targets are reached through effective advertising campaigns.

　　In this book, each chapter opens with a story about an advertising campaign that has been recognized as effective. Some of stories are EFFIE award-winning works recognized by The American Marketing Associaiton, the Direct Marketing Association's Echo Awards, the Public Relations society of America's Silver Anvil, and the Sales Promotion Association's Reggie Awards as outstanding examples of effectiveness.

　　Furthermore, this book is unparallel in its showcase of effective advertising of relevant and recognizable brands in this region, making it exactly suitable for students in the Asia Pacific enrolled in marketing communication and advertising courses who can instantly associate and connect with the content.