For this unit Refers to Student’s Book pages Writing headlines

percent
 (%) and 
percentage points
. This difference 
is best illustrated using a simple example. The total market for a particular type of 
magazine is 1000 copies per month. Magazines A and B both have sales of 300 
copies, which give them each a market share of 30%. If the total size of the market 
stays stable at 1000 copies, and Magazine A sees a 10% increase in sales, its sales 
are now 330 (= 300 + 10%), and its market share is 33%. At the same time, 
Magazine B sees an increase of 
10 percentage points
, meaning its market share is 
now 40% (= 30 + 10), giving sales of 400 copies. 
According to the American Marketing Association, Integrated Marketing 
Communications (IMC) is “a planning process designed to assure that all brand 
contacts received by a customer or prospect for a product, service, or organization are 
relevant to that person and consistent over time”. It is growing in importance because 
of seven 
shifts 
in the nature of marketing.