March 2023
Intermediate to advanced
318 pages
12h 17m
English
Content preview from Strategic Integrated Marketing Communications, 4th Edition
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Part III IMC Messages
In the first two parts of this book we have explored the general context of IMC, where it fits within corporate and brand strategy and its various component parts. In Part III, we turn our attention to the message itself, the importance of understanding how it is processed, how it is developed, and techniques needed to ensure that it is effective. IMC is made from advertising and promotion messages that may be delivered in a variety of ways, as we have seen. These messages are no more than a collection of words and pictures, without meaning for a brand, until successfully processed.
In Chapter 8, we discuss message processing and learn how difficult it is to get a target audience to successfully ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.