Strategic Integrated Marketing Communications 4th Edition by Percy Larry ISBN 1000842932 9781000842937

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ISBN 10: 1000842932
ISBN 13: 9781000842937
Author: Percy Larry

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.

Strategic Integrated Marketing Communications 4th Table of contents:

PART I: Introduction to IMC
1 Overview of IMC
What is IMC?
Managing IMC
Barriers to effective IMC
Identifying IMC opportunities
IMC strategic planning
Summary
Review questions
References
2 Brands and IMC
The role of IMC in building brands
Positioning
Brand attitude
Brand portfolio considerations
Summary
Review questions
References
3 Companies and IMC
The role of IMC in strengthening companies
Corporate identity, image, and reputation
Building corporate identity, image, and reputation
Corporate brand
Corporate communication
Summary
Review questions
References
PART II: Components of IMC
4 Advertising
The role of advertising in IMC
Types of advertising
Brand awareness and brand attitude strategy
Summary
Review questions
References
5 Promotion
Promotion strategy
Basic types of promotion
Building brand attitude with consumer promotion
Incentive promotion cost
Summary
Review questions
References
6 Media
Media concepts
Digital media
Adblocking
Digital media concerns
Summary
Review questions
References
7 Additional delivery options
Sponsorships and event marketing
Experiential marketing
Product placement and branded content
Packaging
Trade shows and fairs
Personal selling
Direct marketing
Public relations
Summary
Review questions
References
PART III: IMC Messages
8 Message processing
Consciousness
Communication response sequence
Message processing responses
Emotion
The role of memory
Processing messages in digital media
Summary
Review questions
References
9 Message development
Positioning
Communication objectives
Creative brief
Creative idea
Pre-testing
Social marketing communication
Summary
Review questions
References
10 Creative execution
Gaining attention
Facilitating learning
Music as a creative tactic
Nostalgia as a creative tactic
Specific creative tactics for brand awareness and brand attitude
Eliciting the correct emotional response
Logos, slogans, and taglines
Consistency in IMC executions
Summary
Review questions
References
PART IV: The IMC Plan
11 Planning considerations
Reviewing the marketing plan
Global cultural considerations
The role of direct marketing in IMC
Market characteristics that influence IMC effectiveness
Relative advertising versus promotion strengths
Advantages of using advertising and promotion together
Summary
Review questions
References
12 The IMC planning process
Selecting a target audience
Determining how decisions are made
Establishing brand positioning
Setting communication objectives
Matching media options
Summary
Review questions
References
13 Finalizing and implementing the IMC plan
Finalizing the plan
Implementing the plan
Tracking IMC campaigns

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