Optimising publicity: towards a theoretical model
Generating a continuous presence in the media and targeting mass audiences with predetermined marketing communication messages in the process does not have to be synonymous with large budget allocations and the advertising dimension of integrated marketing communication (IMC) only. Publicity can es...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of the Free State
2009-12-01
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| Series: | Acta Academica |
| Online Access: | https://journals.ufs.ac.za/index.php/aa/article/view/1234 |