Strategic Integrated Marketing Communications
Percy, Larry
Strategic Integrated Marketing Communications - 2nd ed - London Routledge 2014 - 320p
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
9780415822091
Communication in Marketing
Strategic Planning
658.802 / PER
Strategic Integrated Marketing Communications - 2nd ed - London Routledge 2014 - 320p
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
9780415822091
Communication in Marketing
Strategic Planning
658.802 / PER