Strategic integrated marketing communications

Author(s)

• Percy, Larry

Bibliographic Information

Strategic integrated marketing communications

Larry Percy

Routledge, 2023

4th ed

• : hbk

Note

Includes bibliographical references and index

Description and Table of Contents

Description

* Provides a step-by-step guide to planning and developing an effective IMC campaign, making it suitable as core reading for a broad range of Marketing and Advertising modules. * New edition of a highly regarded textbook, with updated content, examples and cases, and an international approach.

Table of Contents

Part 1: Introduction to IMC 1. Overview of IMC 2. Brands and IMC 3. Companies and IMC Part 2: Components of IMC 4. Advertising 5. Promotion 6. Media 7. Additional delivery options Part 3: IMC messages 8. Message processing 9. Message development 10. Creative execution Part 4: The IMC plan 11. Planning considerations 12. The IMC planning process 13. Finalizing and implementing the IMC plan

by "Nielsen BookData"

Details

• NCID: BD00412863
• ISBN:
  • 9780367770617
• Country Code: uk
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Abingdon
• Pages/Volumes: xiv, 303 p.
• Size: 26 cm
• Classification:
  • DC23 : 658.802
  • DC : 658.8
• Subject Headings:
  • LCSH : Communication in marketing
  • LCSH : Strategic planning