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Review the Integrating Marketing Communications Planning Model on this week’s opening page. If you were an account executive for an advertising agency, how would you describe this model to a client who wants to know the answers to these questions:
1) What is the role integrated marketing communications (or integrated brand promotion) plays in the brand building process (provide an example)?
2) Why is it important to start with understanding the marketing plan?
3) What distinguishes advertising from the other forms of marketing communication? and
4) Why is digital/interactive communication important to include in an IMC Plan?
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