(eBook PDF) Strategic Integrated Marketing Communications 3rd Edition – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 9781138058323
• ISBN-13 ‏ : ‎ 978-1138058323
• Author: Larry Percy 

The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective 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 looks at what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. Everything is then pulled together, providing a detailed, practical overview of the strategic planning process, what goes into it, and how it is implemented. Numerous examples and cases are included, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan.

Table contents:

Introduction
Integrated Marketing Communication
IMC Marketing Plans
Branding and Positioning
Creative Briefs
Left- and Right-Brain Selling Points
The Creative Process
Copywriting
Campaigns
Public Relations
Newspaper Advertising
Magazine Advertising
Radio Advertising
Television Advertising
Direct Marketing
Sales Promotion
Internet Marketing
Glossary
Bibliography
Index
About the Author
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