Strategic integrated marketing communications / Larry Percy.

Enhanced descriptions from Syndetics:

This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on- * Effective brands having the right positioning and brand attitude * The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently * That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation

Table of contents provided by Syndetics

• Introduction to IMC
• 1 Overview of IMC
• 2 Brands and IMC
• 3 Companies and IMC
• 4 Traditional Advertising
• 5 Traditional Promotion
• 6 Direct Marketing and Other IMC Options
• 7 New Media
• 8 Message Processing
• 9 Creative Execution
• 10 Planning Consideration
• 114Developing the Plan
• 12 Implementing the Plan