Name: Strategic Integrated Marketing Communications von Larry Percy (Larry Percy Consulting, USA)
SKU: 9780750679800
Price: 5.99 EUR
Availability: OutOfStock

Strategic Integrated Marketing Communications Zusammenfassung

Strategic Integrated Marketing Communications Larry Percy (Larry Percy Consulting, USA)

This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on-

* Effective brands having the right positioning and brand attitude

* The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently

* That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation

Über Larry Percy (Larry Percy Consulting, USA)

Currently a consultant in marketing and communication and Visiting Professor with appointments at a number of graduate business schools, Professor Percy has spent over 35 years as both a practitioner and academic. He has worked for several leading worldwide marketing communications organizations, and now consults with many major corporations and institutions (e.g. NASA). He has been part of the graduate faculty at the University of Pittsburgh, Carnegie-Mellon University, and Oxford University Said Business School. Currently, he has appointments as visiting professor at the Copenhagen Business School, Luiss School of Management (in Rome), Stockholm School of Economics, and the Stockholm University Graduate School of Communications. Prof. Percy is the author of Strategies for Implementing Integrated Marketing Communication, and co-author or author of eight other books on marketing strategy and advertising theory, including the leading graduate textbook worldwide in advertising management. He has contributed over 80 published papers and journal articles to the field, and has served on the editorial board of a number of important journals (including the Journal of Marketing Research, Psychology in Marketing, Journal of Advertising) and currently sits on the editorial board of the International Journal of Advertising and the Journal of Current Issues and Research in Advertising. He has conducted numerous executive seminars, both in the United States and in Europe.

Inhaltsverzeichnis

Introduction to IMC
1. Overview of IMC
* What is IMC?
* Managing IMC
* Barriers to Effective IMC
* Identifying IMC Opportunities
* IMC Strategic Planning
2. Brands and IMC
* The Role of IMC in Building Brands
* Positioning
- Understanding how markets are defined
- Determining brand positioning
* Building Brand Equity
* Brand Portfolio Considerations
3. Companies and IMC
* The Role of IMC in Strengthening Companies
* Company Identity, Image, and Reputation
- Target group perceptions
* Building Positive Identity and Image
- When to use advertising and other marketing communications
- Leveraging image
* Establishing and Maintaining a Positive Reputation
II. Components of IMC
4. Traditional Advertising
* The Role of Traditional Advertising in IMC
* Types of Advertising
- Consumer oriented advertising
- Retail, corporate, and business-to-business advertising
* Communication Effects
* Establishing Brand Awareness and Brand Attitude
- Brand awareness strategies
- Brand attitude strategies
5. Traditional Promotion
* The Role of Traditional Promotion in IMC
* Nature and Types of Traditional Promotion
- Trial vs. repeat purchase
* Consumer Promotion
* Trade and Retail Promotion
6. Direct Marketing and Other IMC Options
* The Role of Direct Marketing in IMC
- Database marketing
* The Role of Other IMC Options
- Sponsorships
- Event marketing
- Exhibition and trade shows
* The Role of Personal Selling in IMC
* Public Relations
7. New Media
* The Role of New Media in IMC
- More than a delivery vehicle
* Internet Advertising
* Interactive Marketing Communication
- Point-of-purchase kiosk
- Interactive television
* Emerging Trends
III. Creating Effective IMC Messages
8. Message Processing
* How Messages are Processed
- Attention
- Learning and Acceptance
* The Role of Memory
* The Role of Emotion
9. Creative Execution
* General Creative Techniques
- Gaining attention
- Facilitating learning
* Specific Creative Tactics
- Branding via brand awareness
- Persuasion via brand attitude
* Ensuring Consistency in IMC Executions
IV. IMC Strategic Planning
10. Planning Consideration
* Communication Objectives
* Relative Communication Strengths of Advertising and Promotion
* Market Characteristics Influencing the Effectiveness of Advertising and Promotion
* Advantages of Using Advertising and Promotion Together
11. Developing the Plan
* Reviewing the Marketing Plan
* Selecting a Target Audience
* Determining How Decisions are Made
* Establishing a Brand Positioning
- Benefit selection
- Benefit focus
* Setting Communication Strategy
* Matching Media Options
12. Implementing the Plan
* Identify Touchpoints in the Decision Process
* Optimize Communication Objectives
* Determine Appropriate Target Audience
* Select Best Media Options
* IMC Task Grid

Zusätzliche Informationen

Sku

GOR004866881

ISBN 13

9780750679800

ISBN 10

0750679808

Titel

Strategic Integrated Marketing Communications Larry Percy (Larry Percy Consulting, USA)

Autor

Larry Percy (Larry Percy Consulting, USA)

Zustand

Gebraucht - Gut

Bindung

Gebundene Ausgabe

Verlag

Taylor & Francis Ltd

Datum

20080425

Anzahl der Seiten

322

Preise

N/A

Begleitschreiben

Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.

Hinweis

Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.