Focusing on the planning and execution of Integrated Marketing Communications (IMC), this book emphasizes a structured approach to developing effective strategies. It balances theoretical concepts with practical applications, guiding readers on how to implement these theories for successful communication. The systematic methodology presented aims to enhance the reader's understanding of IMC, making it a valuable resource for both students and professionals in the field.
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, thebook also integrates more traditional notions of the brand in terms of equity and positioning within that framework.
This textbook merges industry experience with academic insight, offering a practical seven-step marketing planning approach. It features a systematic guide, managerial perspective, and coverage of contemporary topics like branding and social media, supported by real brand mini-cases and extensive online resources for instructors.
Here is a book that supplies students with all of the theoretical and practical direction they need to execute effective advertising and promotional campaigns. The book offers many new insights into advertising and eliminates many of the myths about how advertising works. Reviewers have praised the book as being "light-years ahead of the competition. " One look at the table of contents reveals its in-depth coverage of crucial areas that other books neglect. A clear specification of marketing objectives,target audience action objectives,and communication objectives allows students to easily identify appropriate goals for any advertising or promotional campaign. The book features a systematic six-step approach to the subject,with a corresponding checklist plan at the back of the book that makes projects and cases easy to organize based on the book's content. Discussion of alternative communication objectives demonstrates how advertising works in different situations and when to use and when to avoid various tactics. Fully integrated coverage of sales promotion includes an evaluation of best techniques for various promotion situations,illustrating how and when each are applied.
