000			03478cam a2200481M 4500
001			9781003169635
003			FlBoTFG
005			20240213122832.0
006			m o d
007			cr |n|||||||||
008			230219s2023 xx o 0|| 0 eng d
040			_aOCoLC-P _beng _cOCoLC-P
020			_a9781000842883 _q(electronic bk.)
020			_a1000842886 _q(electronic bk.)
020			_a9781003169635 _q(electronic bk.)
020			_a1003169635 _q(electronic bk.)
020			_a9781000842937 _q(electronic bk. : EPUB)
020			_a1000842932 _q(electronic bk. : EPUB)
020			_z036777061X
020			_z9780367770617
024	7		_a10.4324/9781003169635 _2doi
035			_a(OCoLC)1369601885
035			_a(OCoLC-P)1369601885
050		4	_aHF5415.123
072		7	_aBUS _x043000 _2bisacsh
072		7	_aBUS _x007000 _2bisacsh
072		7	_aBUS _x002000 _2bisacsh
072		7	_aKJSA _2bicssc
082	0	4	_a658.8/02 _223
100	1		_aPercy, Larry.
245	1	0	_aSTRATEGIC INTEGRATED MARKETING COMMUNICATIONS _h[electronic resource].
260			_a[S.l.] : _bROUTLEDGE, _c2023.
300			_a1 online resource
520			_aThis 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. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with desktop' tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.
588			_aOCLC-licensed vendor bibliographic record.
650		0	_aCommunication in marketing.
650		0	_aStrategic planning.
650		7	_aBUSINESS & ECONOMICS / Marketing / General _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Business Communication / General _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Advertising & Promotion _2bisacsh
856	4	0	_3Taylor & Francis _uhttps://www.taylorfrancis.com/books/9781003169635
856	4	2	_3OCLC metadata license agreement _uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
999			_c5954 _d5954