Strategic Integrated Marketing Communications

This book provides a comprehensive and accessible guide to the steps of planning and developing an effective Integrated Marketing Communications (IMC) campaign, focusing on balancing theory with practical application and ensuring consistent message delivery across media. It is essential reading for students studying IMC, strategic communications, advertising, media planning, and brand management.

Format: Hardback
Length: 304 pages
Publication date: 03 March 2023
Publisher: Taylor & Francis Ltd

This comprehensive textbook offers a disciplined and systematic approach to planning and implementing an effective Integrated Marketing Communications (IMC) program. It emphasizes the balance between theory and practical application, guiding readers on how to successfully translate theoretical concepts into practical communication strategies. The book begins by establishing a foundation, providing context for IMC's role in building brands and strengthening companies. It then delves into the intricacies of developing and executing effective messages, ensuring consistency and delivery across various media platforms.

A detailed and practical overview of the strategic planning process is presented, accompanied by numerous examples and cases. Additionally, the 4th edition of this textbook has been extensively updated, incorporating new coverage of digital media, including issues related to privacy and media strategy. New sections have been added on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and practices such as gamification and experiential marketing.

Furthermore, the book extends its content on international advertising and shared cultural values. A channels-based typology of marketing communication has been introduced, providing a framework for understanding the various channels and platforms used in marketing communication. Updated international examples and case studies have been included throughout to enhance the book's relevance and applicability.

Designed as a core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning, and Brand Management, this textbook provides a comprehensive and accessible guide to the steps involved in planning and developing an effective IMC campaign. It equips readers with the knowledge and skills necessary to navigate the complex world of marketing communication and achieve success in their professional endeavors.

Weight: 748g
Dimension: 246 x 174 (mm)
ISBN-13: 9780367770617
Edition number: 4 ed