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Integrated Marketing Communications(1st Edition)
Authors:
Himabindu Kanneganti
Cover Type:Hardcover
Condition:Used
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ISBN: B08HM9XYN7, B0CMHM2YRC
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Book Summary: Dive into the world of Integrated Marketing Communications (IMC) with this comprehensive eBook, perfect for marketing enthusiasts and professionals alike. From the foundational principles of unifying modern marketing efforts to the practicalities of crafting a seamless IMC campaign, this guide has it all. Explore various marketing channels, including traditional, digital, experiential, and direct marketing. Understand the nuances of planning an IMC strategy, from defining objectives and selecting target audiences to budgeting and measurement. The eBook concludes with a real-world IMC campaign case study, providing valuable insights into effective implementation, optimization, and lessons learned. Elevate your marketing strategies with this all-encompassing guide to Integrated Marketing Communications. Chapter 1: Introduction to IMC This chapter introduces Integrated Marketing Communications (IMC), highlighting its role in unifying modern marketing efforts. The benefits of IMC, such as delivering a cohesive brand message, are emphasized. It also outlines the key principles of IMC.Chapter 2: Comprehensive Overview of Marketing Channels The second chapter provides an extensive overview of different marketing channels. These channels are categorized into Traditional Media (like print and TV), Digital Media (including social media and SEO), Experiential and Event Marketing, and Direct Marketing Channels. Each type is analyzed in terms of its utility and relevance in an IMC approach.Chapter 3: IMC Planning - The Tools Chapter 3 delves into the tools and steps involved in planning an IMC campaign. It begins with defining marketing objectives and selecting target audiences. The chapter then explores the process of choosing specific marketing channels and crafting compelling content. Practical aspects like setting the budget and creating a timeline for execution are also discussed. The final section discusses measuring the results of the campaign.Chapter 4: IMC Campaign The final chapter demonstrates the application of IMC strategies in a real-world campaign. It begins by outlining the campaign's goals and objectives, moving on to the implementation stage, where the strategies are brought to life. Different tactics employed are described, followed by a detailed analysis of measurement and optimization. The chapter concludes by sharing insights, results, lessons learned, and further optimization strategies.
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