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By Larry Percy, Consultant in marketing and communication, Visiting Professor with appointments at a number of graduate business schools
Description This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective.
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate
target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in
managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates
that IMC is not just the utilisation of multiple communications options in a campaign but depends on-
* Effective brands having the
right positioning and brand attitude
* The use of IMC to ensure that that all aspects of the brand communications reinforce the brand
message consistently
* That IMC is ensures that all marketing communications for brands also support the company's overall identity,
image and reputation
Audience
Undergrad Y2/Y3 and MBA
Contents Introduction to IMC
1. Overview of IMC – What is IMC? – Managing IMC – Barriers to Effective IMC – Identifying IMC Opportunities
– IMC Strategic Planning
2. Brands and IMC – The Role of IMC in Building Brands – Positioning
- Understanding how markets are defined
- Determining brand positioning – Building Brand Equity – Brand Portfolio Considerations
3. Companies and IMC – The Role of IMC
in Strengthening Companies – Company Identity, Image, and Reputation
- Target group perceptions – Building Positive Identity and Image
- When to use advertising and other marketing communications
- Leveraging image – Establishing and Maintaining a Positive Reputation
II. Components of IMC
4. Traditional Advertising – The Role of Traditional Advertising in IMC – Types of Advertising
- Consumer
oriented advertising
- Retail, corporate, and business-to-business advertising – Communication Effects – Establishing Brand Awareness
and Brand Attitude
- Brand awareness strategies
- Brand attitude strategies
5. Traditional Promotion – The Role of Traditional Promotion
in IMC – Nature and Types of Traditional Promotion
- Trial vs. repeat purchase – Consumer Promotion – Trade and Retail Promotion
6.
Direct Marketing and Other IMC Options – The Role of Direct Marketing in IMC
- Database marketing – The Role of Other IMC Options
- Sponsorships
- Event marketing
- Exhibition and trade shows – The Role of Personal Selling in IMC – Public Relations
7. New Media
– The Role of New Media in IMC
- More than a delivery vehicle – Internet Advertising – Interactive Marketing Communication
- Point-of-purchase
kiosk
- Interactive television – Emerging Trends
III. Creating Effective IMC Messages
8. Message Processing – How Messages are
Processed
- Attention
- Learning and Acceptance – The Role of Memory – The Role of Emotion
9. Creative Execution – General Creative
Techniques
- Gaining attention
- Facilitating learning – Specific Creative Tactics
- Branding via brand awareness
- Persuasion via brand
attitude – Ensuring Consistency in IMC Executions
IV. IMC Strategic Planning
10. Planning Consideration – Communication Objectives
– Relative Communication Strengths of Advertising and Promotion – Market Characteristics Influencing the Effectiveness of Advertising
and Promotion – Advantages of Using Advertising and Promotion Together
11. Developing the Plan – Reviewing the Marketing Plan – Selecting
a Target Audience – Determining How Decisions are Made – Establishing a Brand Positioning
- Benefit selection
- Benefit focus – Setting
Communication Strategy – Matching Media Options
12. Implementing the Plan – Identify Touchpoints in the Decision Process – Optimize
Communication Objectives – Determine Appropriate Target Audience – Select Best Media Options – IMC Task Grid
Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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