This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy.
The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book's concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets.
Students of marketing communication, advertising and promotion, and digital marketing will love this book's abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.
Jerome M. Juska is the Executive Director of IMC Strategies and Digital Marketing, USA. With extensive experience in the corporate world of advertising, Jerry has taught at several international universities, most recently Entrepreneurship at Nova Southeastern University, USA.
What is Integrated Marketing Communications? Digital Media Environments IMC Budgets and Objectives Brand Research and Consumer Insights Target Audiences and Segmentation Creative Development Media Planning Methods Advertising Campaigns Sales Promotion Strategies Brand Visibility Programs Public Relations Strategies The IMC Plan