Integrated advertising, promotion, and marketing : (Record no. 13993)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02191cam a22001938i 4500 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781032504070 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781032603100 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.800954 |
| MAIN ENTRY--AUTHOR NAME | |
| Personal name | Mishra, Anubhav, |
| TITLE STATEMENT | |
| Title | Integrated advertising, promotion, and marketing : |
| Remainder of title | communicating in a digital world / |
| Statement of responsibility, etc | Anubhav Mishra and Tata Sai Vijay. |
| Copyright Date | |
| Place of publication | Abingdon, Oxon ; |
| -- | New York, NY : |
| Name of publisher | Routledge, |
| Year of publication or production | 2024. |
| PHYSICAL DESCRIPTION | |
| Number of Pages | pages cm |
| FORMATTED CONTENTS NOTE | |
| Formatted contents note | An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social Media Marketing -- Sales and Trade Promotion -- Direct Marketing and Personal Selling -- Outdoor and Support Media -- Publicity and public relations -- Measuring the Effectiveness of Marketing Campaign -- Ethical, Social, and Regulatory Perspectives -- Global and Cultural Challenges. |
| SUMMARY, ETC. | |
| Summary, etc | "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, 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, PR, 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"-- |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising |
| ADDED ENTRY--PERSONAL NAME | |
| Personal name | Tata, Sai Vijay, |
| ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Permanent Location | Current Location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|
| Gabriel Afolabi Ojo Central Library (Headquarters). | Gabriel Afolabi Ojo Central Library (Headquarters). | 11/05/2024 | HF5415.123 .M57 2024 | 0195133 | Books |
| Gabriel Afolabi Ojo Central Library (Headquarters). | Gabriel Afolabi Ojo Central Library (Headquarters). | 11/05/2024 | HF5415.123 .M57 2024 | 0195132 | Books |