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Strategic Integrated Marketing Communications 2nd Edition by Larry Percy ISBN 9780415822084 0415822084

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ISBN 10: 0415822084
ISBN 13: 9780415822084
Author: Larry Percy

An essential book for today’s marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand’s message through IMC channels, and ensuring that all marketing communication supports the company’s overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan 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
 

Strategic Integrated Marketing Communications 2nd Edition 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

2 Brands and IMC

The role of IMC in building brands

Positioning

Brand attitude

Brand portfolio considerations

Summary

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

Part II Components of IMC

4 Traditional advertising

The role of advertising in IMC

Types of advertising

Brand awareness and brand attitude strategy

Summary

5 Traditional promotion

Basic types of promotion

Promotion to the consumer

Building brand attitude with consumer promotion

Trial versus repeat purchase objective for promotion

Promotion to the trade and retailer (as trade)

Incentive promotion cost

Summary

6 Non-traditional media

New media

Sponsorships and event marketing

Product placement

Packaging

Trade shows and fairs

Personal selling

Public relations

Buzz marketing

Summary

Part III IMC messages

7 Message processing

Communication response sequence

Message processing responses

The role of memory

Summary

8 Message development

Positioning

Communication objectives

Creative brief

Creative idea

Pre-testing

Summary

9 Creative execution

Gaining attention

Facilitating learning

Consistency in IMC executions

Specific creative tactics for brand awareness and brand attitude

Eliciting the correct emotional response

Summary

Part IV The IMC plan

10 Planning considerations

Reviewing the marketing plan

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

11 The IMC planning process

Selecting a target audience

Determining how decisions are made

Establishing brand positioning

Setting communication objectives

Matching media options

Summary

12 Finalizing and implementing the IMC plan

Finalizing the plan

Implementing the plan

Tracking IMC campaigns

Summary

Glossary

Index

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