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INTEGRATED MARKETING COMMUNICATION: ADVERTISING AND PROMOTION IN A DIGITAL WORLD

JUSKA, JEROME M.

2018

BOOK
Category

INTERNET ADVERTISING

INTERNET MARKETING

Abstract THIS BOOK SHOWS STUDENTS HOW TO ACHIEVE THEIR MARKETING OBJECTIVES THROUGH A CAMPAIGN THAT COORDINATES MARKETING, ADVERTISING, AND PROMOTION. IT PROVIDES ESSENTIAL INFORMATION ABOUT PLANNING, IMPLEMENTING, AND ASSESSING A COMPREHENSIVE MARKETING PLAN TO HELP STUDENTS APPRECIATE INTEGRATED MARKETING COMMUNICATIONS AS A BUSINESS STRATEGY. THE AUTHOR DESCRIBES THE PROCESSES AND CONSIDERATIONS NEEDED TO APPEAL TO CONSUMERS, IDENTIFYING HOW GEOGRAPHIC SEGMENTATION, TIMING, COMPETITIVE ENVIRONMENTS, AND COST CONTRIBUTE TO PLANNING. HE CONSIDERS THE INTEGRATION OF DIGITAL TECHNOLOGY, SUCH AS SOCIAL MEDIA PLATFORMS AND MOBILE APPS, AND HOW THESE CAN BE USED FOR ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS. THE BOOK’S CONCISE, EXPLANATION OF MARKETING COMPONENTS AND THEIR INTERCONNECTED RELATIONSHIPS IS SOLIDIFIED BY A SERIES OF VISUAL SUMMARIES AS WELL AS EXAMPLES AND USEFUL DEMONSTRATIONS. STUDENTS ARE GIVEN THE OPPORTUNITY TO PREPARE THEIR OWN INTEGRATED MARKETING COMMUNICATION PLAN BASED ON CONSUMER, PRODUCT, AND MARKET RESEARCH ALONG WITH ORIGINAL CREATIVE MATERIALS AND MEDIA SPREADSHEETS. STUDENTS OF MARKETING COMMUNICATION, ADVERTISING AND PROMOTION, AND DIGITAL MARKETING WILL LOVE THIS BOOK’S ABBREVIATED, BUT THOROUGH, FORMAT. A COMPANION WEBSITE ROUNDS OUT A STELLAR SET OF FEATURES THAT ENCOURAGE QUICK UNDERSTANDING, PARTICIPATION, AND UTILIZATION OF IMC CONCEPTS.

ISBN 9781138695443
Author(s) JUSKA, JEROME M.
Credits
Edition 1ST ED.
Year 2018
Publisher ROUTLEDGE
Type BOOK
Keywords MARKETING COMMUNICATION INTERNET MARKETING DIGITAL MARKETING
Language English
Collation XIX, 230 P. 23 CM

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol K 6 Yes A
1 Nicosia Q 6 Yes B 27/02/2019