Strategic integrated marketing communications / larry Percy

By:

Percy, Larry

Publication details: Abingdon, Oxon : Routledge, 2018Description: xiv, 305 pages : illustrations, tables ; 25 cmISBN:

9781138058323

Subject(s):

DDC classification:

23 658.802 P412S-3

Contents:

PART I Introduction to IMC -- 1 Overview of IMC -- 2 Brands and IMC -- 3 Companies and IMC -- PART II Components of IMC -- 4 Traditional advertising -- 5 Traditional promotion -- 6 Non-traditional media -- PART III IMC messages -- 7 Message processing -- 8 Message development -- 9 Creative execution -- PART IV The IMC plan -- 10 Planning considerations -- 11 The IMC planning process -- 12 Finalizing and implementing the IMC plan.

Summary: "With advancing technologies bringing novel, interesting promotional tools to our fingertips, there's never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even potential pitfalls as organisations try to integrate them. Managing these modes is, at its heart, a matter of strategy. A strategic approach to IMC will ensure you brand

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Item type	Current library	Call number	Status	Date due	Barcode
Books	Library and Documentation Division PGRRL	658.802 P412S-3 (Browse shelf(Opens below))	Available		113087

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Previous	658.8 T687 Transforming Business Organisations for Longevity : challenges and opportunities /	658.80019 B763N Neuro design:	658.80019 K571P-2 Psychological foundations of marketing /	658.802 P412S-3 Strategic integrated marketing communications /	658.812 K128I Influence of customer perceived value on green purchase behaviour of select products : a study of Delhi NCR /	658.812 R197C Customer-centric marketing :	658.827 C677B Building brand experiences:	Next

PART I Introduction to IMC --
1 Overview of IMC --
2 Brands and IMC --
3 Companies and IMC --
PART II Components of IMC --
4 Traditional advertising --
5 Traditional promotion --
6 Non-traditional media --
PART III IMC messages --
7 Message processing --
8 Message development --
9 Creative execution --
PART IV The IMC plan --
10 Planning considerations --
11 The IMC planning process --
12 Finalizing and implementing the IMC plan.

"With advancing technologies bringing novel, interesting promotional tools to our fingertips, there's never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even potential pitfalls as organisations try to integrate them. Managing these modes is, at its heart, a matter of strategy. A strategic approach to IMC will ensure you brand

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