INTEGRATED ADVERTISING PROMOTION AND MARKETING Communicating in a Digital World 1st Edition by Anubhav Mishra, Tata Sai Vijay ISBN 9781000999655 1000999653

Authors:Anubhav Mishra; Tata Sai Vijay , Series:Management [766] , Author sort:Vijay, Anubhav Mishra; Tata Sai , Languages:Languages:eng , Published:Published:Jan 2024 , Publisher:Routledge , Comments:Comments: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. 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. Prof. Mishra’s research interests are online consumer behavior, electronic word of mouth, consumer socialization, adoption of emergent technologies (augmented reality, virtual reality, and voice assistants), and online fake reviews. Prof. Mishra has published in top-ranked journals such as International Journal of Information Management, Journal of Business Research, Psychology & Marketing, Journal of Consumer Behavior, Journal of Consumer Marketing, Marketing Intelligence and Planning, and Journal of Services Marketing. Prof. Mishra has taught students of graduate program, doctoral program, and executive education. He has also conducted management development programs for higher management and offered consulting to Government and Commercial organizations. His research interest includes online consumer behavior, online consumer reviews, consumer buying behavior for new and in