This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication.
* Provides a step-by-step guide to planning and developing an effective IMC campaign, making it suitable as core reading for a broad range of Marketing and Advertising modules.
* New edition of a highly regarded textbook, with updated content, examples and cases, and an international approach.
Larry Percy is a marketing and communications expert and consultant with more than 40 years' experience. He previously held posts at Copenhagen Business School, University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. He has more than 90 publications to his name, including 12 books, and has served on the editorial board of a number of academic journals.
Part 1: Introduction to IMC
1. Overview of IMC
2. Brands and IMC
3. Companies and IMC
Part 2: Components of IMC
4. Advertising
5. Promotion
6. Media
7. Additional delivery options
Part 3: IMC messages
8. Message processing
9. Message development
10. Creative execution
Part 4: The IMC plan
11. Planning considerations
12. The IMC planning process
13. Finalizing and implementing the IMC plan