Integrated Advertising, Promotion, and Marketing: Communicating in a Digital World

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Synopsis
This book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, and a discussion on social and cultural factors that enhance the effectiveness of marketing communication. Attuned to an evolving, Internet-driven, social media–connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, public relations, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer. This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations.
Copyright:
2024

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9781000999655
Related ISBNs:
9781032603100, 9781032504070, 9781003458593
Publisher:
Taylor and Francis
Date of Addition:
Copyrighted By:
Anubhav Mishra and Tata Sai Vijay. The right of Anubhav Mishra and Tata Sai Vijay to be identified as authors of this work has been asserted in accordance with sections
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance, Social Studies
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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