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Strategic integrated marketing communications / Larry Percy.

By: Percy, Larry.
Material type: materialTypeLabelBookCall no.: HF5415.123 .P47 2014Publication: Abingdon, Oxon : Routledge, 2014Edition: 2nd ed.Description: xiv, 320 p. : ill.ISBN: 9780415822091 (pbk.); 0415822092 (pbk.); 9780415822084 (hbk.); 0415822084 (hbk.).Subject(s): Communication in marketing | Strategic planning
Contents:
PART I Introduction to IMC -- 1 Overview of IMC -- 2 Brands and IMC -- 3 Companies and IMC -- PART II Components of IMC -- 4 Traditional advertising -- 5 Traditional promotion -- 6 Non-traditional media -- PART III IMC messages -- 7 Message processing -- 8 Message development -- 9 Creative execution -- PART IV The IMC plan -- 10 Planning considerations -- 11 The IMC planning process -- 12 Finalizing and implementing the IMC plan.
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Book Book Professor Sangvian Indaravijaya Library
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General Books HF5415.123 .P47 2014 (See Similar Items) Available 31379014469531

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Includes bibliographical references and index.

PART I Introduction to IMC -- 1 Overview of IMC -- 2 Brands and IMC -- 3 Companies and IMC -- PART II Components of IMC -- 4 Traditional advertising -- 5 Traditional promotion -- 6 Non-traditional media -- PART III IMC messages -- 7 Message processing -- 8 Message development -- 9 Creative execution -- PART IV The IMC plan -- 10 Planning considerations -- 11 The IMC planning process -- 12 Finalizing and implementing the IMC plan.

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