Integrated Advertising Promotion and Marketing Communicating in a Digital World

Description

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. | Integrated Advertising Promotion and Marketing Communicating in a Digital World