Integrated Advertising Promotion and Marketing: Communicating in a Digital World

by Anubhav Mishra , Tata Sai Vijay

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ISBN13: 9781032780962
Binding: Hardcover
Subject: Business Management
Publisher: Taylor & Francis Group
Publisher Imprint: Rout India
Publication Date: May 6, 2024
Pages: 382
Original Price: INR 1595.0
Language: English
Edition: South Asia Edition
Item Weight: 500 grams
BISAC Subject(s): N/A

About The Book

This book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, and a discussion on social and cultural factors that enhance the effectiveness of marketing communication. Attuned to an evolving, Internet-driven, social media–connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, public relations, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer.

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