Integrated Marketing Communication "Advertising and Promotion in a Digital World"

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Juska, Jerome M.

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ISBN:9781138695443
Editorial: Routledge
Fecha de la edición:2017
Encuadernación:
Nº Pág.:230
Idiomas:Ingles,Inglés

Materias:

/ Marketing

This book shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy.

The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The books concise, explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets.

Students of marketing communication, advertising and promotion, and digital marketing will love this books abbreviated, but thorough, format. A companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.

1.What is Integrated Marketing Communications?

2.Digital Media Environments

3.IMC Budgets and Objectives

4.Brand Research and Consumer Insights

5.Target Audiences and Segmentation

6.Creative Development

7.Media Planning Methods

8.Advertising Campaigns

9.Sales Promotion Strategies

10.Brand Visibility Programs

11.Public Relations Strategies

12.The IMC Plan