Integrated Marketing Communication

Advertising and Promotion in a Digital World
1. Auflage 2017
ISBN: 978-1-138-69544-3
Verlag: Taylor & Francis Ltd

Buch, Englisch, 230 Seiten, Format (B × H): 151 mm x 228 mm, Gewicht: 414 g

This book is an up-to-date resource that 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 book’s concise, easy to read 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 book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.

Autoren/Hrsg.

Juska, Jerome M.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

What is Integrated Marketing Communications?

Digital Media Environments

IMC Budgets and Objectives

Brand Research and Consumer Insights

Target Audiences and Segmentation

Creative Development

Media Planning Methods

Advertising Campaigns

Sales Promotion Strategies

Brand Visibility Programs

Public Relations Strategies

The IMC Plan

Über Autor(innen)

Jerome M.Juska is the Executive Director of IMC Strategies and Digital Marketing, USA. With extensive experience in the corporate world of advertising, Jerry has taught at several international universities, most recently Entrepreneurship at Nova Southeastern University, USA.