Strategic integrated marketing communication : theory and practice /
Strategic integrated marketing communications.
Larry Percy.
- 1st ed.
- Oxford : Elsevier/Butterworth-Heinemann, 2008.
- xiii, 308 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Introduction to IMC -- Overview of IMC -- Brands and IMC -- Companies and IMC -- Components of IMC -- Traditional advertising -- Traditional promotion -- New media and other IMC options -- Direct marketing and channels marketing -- IMC messages -- Message processing -- Creative execution -- The IMC plan -- Planning considerations -- The IMC planning process -- Finalizing and implementing the IMC plan. Sect. I 1 2 3 Sect. II 4 5 6 7 Sect. III 8 9 Sect. IV 10 11 12
"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.