Strategic integrated marketing communication : theory and practice / Larry Percy.

By: Material type: TextTextPublication details: Oxford : Elsevier/Butterworth-Heinemann, 2008.Edition: 1st edDescription: xiii, 308 p. : ill. ; 25 cmISBN:
  • 9780750679800
  • 0750679808
Other title:
  • Strategic integrated marketing communications
Subject(s): DDC classification:
  • 658.802 PER 22
Contents:
Sect. I Introduction to IMC -- 1 Overview of IMC -- 2 Brands and IMC -- 3 Companies and IMC -- Sect. II Components of IMC -- 4 Traditional advertising -- 5 Traditional promotion -- 6 New media and other IMC options -- 7 Direct marketing and channels marketing -- Sect. III IMC messages -- 8 Message processing -- 9 Creative execution -- Sect. IV The IMC plan -- 10 Planning considerations -- 11 The IMC planning process -- 12 Finalizing and implementing the IMC plan.
Review: "This new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organizations where the needs of the brand can become lost in managerial needs to pursue IMC budgets - i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilization of multiple communications options in a campaign."--BOOK JACKET.
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Holdings
Item type Current library Collection Call number Copy number Status Barcode
Books Books MANYARA Non-fiction 658.802 PER (Browse shelf(Opens below)) 1 Not For Loan 112300

Includes bibliographical references and index.

Sect. I Introduction to IMC -- 1 Overview of IMC -- 2 Brands and IMC -- 3 Companies and IMC -- Sect. II Components of IMC -- 4 Traditional advertising -- 5 Traditional promotion -- 6 New media and other IMC options -- 7 Direct marketing and channels marketing -- Sect. III IMC messages -- 8 Message processing -- 9 Creative execution -- Sect. IV The IMC plan -- 10 Planning considerations -- 11 The IMC planning process -- 12 Finalizing and implementing the IMC plan.

"This new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organizations where the needs of the brand can become lost in managerial needs to pursue IMC budgets - i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilization of multiple communications options in a campaign."--BOOK JACKET.

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