Strategic Integrated Marketing Communications

ISBN-10: 0415822092
ISBN-13: 9780415822091
Edition: 2nd 2014 (Revised)
Authors: Larry Percy
List price: $35.99
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Description: With advancing technologies bringing novel, interesting promotional tools to our fingertips, theree(tm)s never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even  More...

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Book details

List price: $35.99
Edition: 2nd
Copyright year: 2014
Publisher: Taylor & Francis Group
Publication date: 6/25/2014
Binding: Paperback
Pages: 320
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.100
Language: English

With advancing technologies bringing novel, interesting promotional tools to our fingertips, theree(tm)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 cohesion, cost effectiveness, a seamless experience of the customer, and a measurable contribution to the goals of the organisation. Now in its second edition, Strategic Integrated Marketing Communications is the only IMC textbook with a strategic perspective to help you meet these goals. New to this edition: New chapters on social media and now to integrate them into your marketing function Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes An extended section on IMC and planning As an experienced top-level consultant, Percy writes with practicality, clarity and brevity, making this the perfect textbook of choice for shorter courses and learning professionals.

Introduction to IMC
Overview of IMC
Brands and IMC
Companies and IMC
Components of IMC
Traditional Advertising
Traditional Promotion
Direct Marketing and Other IMC Options
New Media
Creating Effective IMC Messages
Message Processing
Creative Execution
IMC Strategic Planning
Planning Consideration
Developing the Plan
Implementing the Plan

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