Integrated advertising, promotion, and marketing communications
Material type:
TextPublication details: New Delhi Pearson India Education Services Pvt. Ltd. 2021 Edition: 6thDescription: 455 pISBN: 9789332518377Subject(s): Advertising | Communication in marketing | Sales promotionDDC classification: 659.1 Summary: Examine advertising and promotions through the lens of integrated marketing communications.
The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
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Indian Institute of Management LRC General Stacks | Marketing | 659.1 CLO (Browse shelf(Opens below)) | 1 | Available | 002306 |
Table of Content
Part I. The IMC Foundation
1. Integrated Marketing Communications
2. Corporate Image and Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
Part II. IMC Advertising Tools
5. Advertising Management
6. Advertising Design: Theoretical Frameworks and Types of Appeals
7. Advertising Design: Message Strategies and Executional Frameworks
Part III. IMC Media Tools
8. Traditional Media Channels
9. Digital Marketing
Part IV. IMC Promotional Tools
10. Database and Direct Response Marketing and Personal Selling
11. Sales Promotions
12. Public Relations and Sponsorship Programs
Part V. IMC Ethics, Regulation, and Evaluation
13. Regulations and Ethical Concerns
14. Evaluating an Integrated Marketing Program
Examine advertising and promotions through the lens of integrated marketing communications.
The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.
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