March 2023
Intermediate to advanced
318 pages
12h 17m
English
Content preview from Strategic Integrated Marketing Communications, 4th Edition
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Part IV The IMC Plan
Up to this point, we have dealt with various aspects of IMC. The role of IMC in building brands and its contribution to corporate communication goals has been considered. The distinction between traditional advertising and promotion has been discussed, along with various ways of delivering IMC messages. How messages are processed was introduced to gain a better idea of what is required of an IMC message if it is to be successful. We looked at message development and how to execute the message in order to increase the likelihood it will be processed and lead to a positive decision for the brand. Now it is time to put it all together.
In Part IV we address the IMC plan and its implementation. ...
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