This book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, and a discussion on social and cultural factors that enhance the effectiveness of marketing communication.
Attuned to an evolving, Internet-driven, social media-connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, public relations, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer.
This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations.
1 An introduction to IMC 1
2 Strategic importance of IMC 19
3 Segmentation, targeting, and positioning 41
4 Understanding consumers 60
5 The process of communication 81
6 Creativity and advertising classification 98
7 Media strategy and planning 119
8 Traditional media 137
9 Internet and mobile marketing 155
10 Social media marketing 179
11 Sales and trade promotion 199
12 Direct marketing and personal selling 225
13 Outdoor and support media 250
14 Publicity and public relations 276
15 Measuring the effectiveness of marketing campaign 301
16 Ethical, social, and regulatory perspectives 320
17 Global and cultural challenges 339
