In the name of Allah the Merciful

Strategic Integrated Marketing Communications

Larry Percy, 036777061X, 0367770628, 9780367770617, 978-0367770617, 978-0-367-77061-7, 978-0-367-77062-4, 978-0367770624, 9780367770624, 978-1-003-16963-5, 9781003169635, 978-1003169635, B0BV45H7WP

English | 2023 | PDF | 55 MB | 319 Pages

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This book provides a disciplined,  systematic look at what is necessary to the planning and implementation  of an effective Integrated Marketing Communications (IMC) programme.

Throughout,  attention is paid to balancing theory with practical application, how  to successfully implement theory for effective communication.  Step-by-step, knowledge and understanding builds through the book,  starting by laying a foundation to provide context, looking at the role  of IMC in building brands and strengthening companies. The book then  considers what goes into developing and executing effective messages,  and how to ensure that they are consistent and consistently delivered,  regardless of media. A detailed, practical overview of the strategic  planning process is provided, illustrated by numerous examples and  cases, along with ‘desktop’ tools and worksheets for developing and  implementing an IMC plan.

The 4th edition of this classic textbook has been fully updated throughout, and includes:

  • Updated and expanded coverage of digital media, including issues relating to privacy and media strategy
  • New  sections on setting campaign budgets, brand architecture, target  audience action objectives, social marketing communication, and such  practices as gamification and experiential marketing
  • Extended content on international advertising and shared cultural values
  • The introduction of a channels-based typology of marketing communication
  • Updated international examples and case studies throughout.

A  comprehensive and accessible guide to the steps of planning and  developing an effective IMC campaign, this book should be core reading  for students studying Integrated Marketing Communications, Strategic  Communications, Principles of Advertising, Media Planning and Brand  Management.