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This 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.
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"With advancing technologies bringing novel, interesting promotional tools to our fingertips, there's never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even potential pitfalls as organisations try to integrate them. Managing these modes is, at its heart, a matter of strategy. A strategic approach to IMC will ensure you brand cohesion, cost effectiveness, a seamless experience of the customer, and a measurable contribution to the goals of the organisation. Now in its second edition, Strategic Integrated Marketing Communications is the only IMC textbook with a strategic perspective to help you meet these goals. New to this edition: New chapters on social media and now to integrate them into your marketing function Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes An extended section on IMC and planningAs an experienced top-level consultant, Percy writes with practicality, clarity and brevity, making this the perfect textbook of choice for shorter courses and learning professionals. "--
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The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an Advertising Management module. The authors look first at what advertising is meant to do, and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introduction, explicit chapter objectives, and learning outcomes. The chapters on 'Communication Strategy' and 'Processing the Message' have been significantly expanded, as well as the material on Integrated marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. Companion Web Site: Accompanying the new edition will be a comprehensive companion web site containing, for lecturers: Powerpoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercises.
Advertising --- Communication in marketing. --- Sales promotion. --- Strategic planning. --- Marketingcommunicatie --- Reclamemanagement --- Strategische planning --- Management. --- reclame --- 659.1 --- Marketing --- Goal setting (Strategic planning) --- Planning, Strategic --- Strategic intent (Strategic planning) --- Strategic management --- Planning --- Business planning --- Advertising management --- Selling --- Publicity. Advertising --- Marketingcommunicatie. --- Reclamemanagement. --- Strategische planning. --- 659.1 Publicity. Advertising --- Sales promotion --- Strategic planning --- Communication in marketing --- Management
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Advertising. Public relations --- 658.81 --- Advertising --- Advertising media planning --- #SBIB:309H2800 --- #SBIB:309H2821 --- 659.1 --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Sales organization --- Reclame: algemene werken --- Reclameboodschap: functies, genres, taalgebruik historiek --- Publicity. Advertising --- Advertising media planning. --- Advertising. --- 659.1 Publicity. Advertising --- 658.81 Sales organization
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Advertising. Public relations --- Advertising --- Sales promotion --- 658.81 --- Marketing --- Selling --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales organization --- Advertising. --- Sales promotion. --- 658.81 Sales organization
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658.81 --- 659 --- Advertising --- Communication in marketing --- Sales promotion --- Marketing --- Selling --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales organization --- Publicity. Information work. Public relations --- Advertising. --- Communication in marketing. --- Sales promotion. --- 659 Publicity. Information work. Public relations --- 658.81 Sales organization
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Advertising --- Psychological aspects --- #SBIB:309H2819 --- #SBIB:309H402 --- 159.98*2 --- 658.81 --- 659.1 --- 659 --- 659.1 Publicity. Advertising --- Publicity. Advertising --- 659 Publicity. Information work. Public relations --- Publicity. Information work. Public relations --- 658.81 Sales organization --- Sales organization --- 159.98*2 Publiciteit. Business psychologie. --- Publiciteit. Business psychologie. --- Reclame: andere aspecten --- Media en publiekgroepen: gebruik van de boodschap, effecten van de media, .. --- Reclamepsychologie --- Consumentengedrag --- Psychologie van de consument --- Consumentisme --- Psychologie --- Media en publiekgroepen: gebruik van de boodschap, effecten van de media, . --- Publiciteit. Business psychologie --- Consumentenpsychologie --- Man --- Volwassene --- Media en publiekgroepen: gebruik van de boodschap, effecten van de media, --- Advertising - Psychological aspects
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Sales promotion. --- Advertising --- Strategic planning. --- Communication in marketing. --- Ventes --- Publicité --- Planification stratégique --- Communication en marketing --- Management. --- Promotion --- Gestion --- 658.81.5 --- 659.1 --- 659.1 Publicity. Advertising --- Publicity. Advertising --- Reclame. Advertising. Merchandising
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