000			02510 a2200181 4500
008			231107b |||||||| |||| 00| 0 eng d
020			_a9780367770624
082			_a658.8 _bPER
100			_aPercy Larry
245			_aStrategic Integrated Marketing Communications
250			_a4th
260			_bRoutledge _c2023 _aLondon
300			_a303
520			_aThis book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management. Source: https://www.amazon.in/Strategic-Integrated-Marketing-Communications-Larry-ebook/dp/B0BV45H7WP/ref=sr_1_8?crid=36TKY3AV0P746&keywords=Strategic+Integrated+Marketing+Communications&qid=1699351940&sprefix=strategic+integrated+marketing+communications%2Caps%2C304&sr=8-8
650			_aMarketing Communications
906			_aMarketing
942			_c1 _2ddc
999			_c98084 _d98084