For advertising and marketing courses in the schools of business and journalism.
Able to be used as both a stand alone item or a supplement to current advertising books, this �how to� book focuses
on the creation of an Integrated Marketing Communication (IMC) Plan.
Features
Written from a managerial point of view, this book covers major areas of the following:
Advertising.
Public relations.
Personal selling.
Sales promotion.
Direct marketing.
This text is somewhat of a �case study� where students could be assigned to develop an IMC.
Increases students' ability to learn the material through an in-depth �flow chart� or �how to� diagram.
This is one of the first workbooks dedicated to IMC, an increasingly popular concept with advertising professionals
and academicians.
Serves as a segue into this topic.
Includes a glossary of resources for the student.
The writing is straightforward and easy to follow for the beginner as well as the advanced advertising and
marketing practitioner.
Table of Contents
1. Marketing and IMC.
2. Planning for Integrated Marketing Communications.
3.Advertising.
4. Sales Promotion.
5. Direct Marketing.
6. Cybermarketing.
7. Personal Selling.
8. Public Relations and Publicity.
9. Bringing It All Together.
Appendix A: Methods and Sources for the Company Analysis.
Appendix B: Research Methods for the Product Evaluator.
Appendix C: Sources for Consumer Analysis.
Appendix D: Media Terms and Definitions.
Appendix E: Advantages and Disadvantages of Select Media.
Appendix F: Cyberspace Terminology.
