TY  - BOOK
AU  - Mishra,Anubhav
AU  - Tata,Sai Vijay
TI  - Integrated advertising, promotion, and marketing: communicating in a digital world 
SN  - 9781032603100
AV  - HF5415.12.I5 M568 2024
U1  - 658.800954 23/eng/20230623
PY  - 2024///
CY  - Abingdon, Oxon, New York, NY
PB  - Routledge, Taylor & francis Group
KW  - Marketing
KW  - India
KW  - Advertising
N1  - Includes bibliographical references and index; An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social Media Marketing -- Sales and Trade Promotion -- Direct Marketing and Personal Selling -- Outdoor and Support Media -- Publicity and public relations -- Measuring the Effectiveness of Marketing Campaign -- Ethical, Social, and Regulatory Perspectives -- Global and Cultural Challenges
N2  - "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, 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, PR, 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. This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations"--
ER  -