TY  - BOOK
AU  - Percy, Larry
TI  - Strategic Integrated Marketing Communications
SN  - 9780415822091
U1  - 658.802 
PY  - 2014///
CY  - London
PB  - Routledge
KW  - Communication in Marketing
KW  - Strategic Planning
N1  - 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
ER  -