Principles of Advertising and IMC
2nd Edition
Published on 1. February 2004
Book
Mixed media product
774 pages
978-0-07-111119-5 (ISBN)
Description
"Principles of Advertising and IMC, 2/e" by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. "Principles of Advertising and IMC" provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity.
More details
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 276 mm
Width: 216 mm
Thickness: 25 mm
Weight
1616 gr
ISBN-13
978-0-07-111119-5 (9780071111195)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
02/2004
2nd Edition
McGraw-Hill Professional
€132.45
Article is exhausted; no reprint
Previous edition
Book
10/2001
McGraw-Hill Publishing Co.
€47.03
Article exhausted; check for reprint
Content
Part I. How Brands are Built. Chapter 1. The Marketing Communication Functions and IMC. Chapter 2. Marketing Communication Partners and Organization. Chapter 3. Brands and Stakeholder Relationships. Part II. Basic MC Strategies for Building Brands. Chapter 4. Integrating the Brand Communication Process. Chapter 5. Customer Brand Decision Making. Chapter 6. Advertising and IMC Planning. Chapter 7. Segmenting, Targeting and Positioning. Chapter 8. Data-Driven Communications. Part III. Creating, Sending, and Receiving Brand Message. Chapter 9. Advertising and IMC Creative Strategies. Chapter 10. Creative Executions. Chapter 11. Advertising and IMC Media. Chapter 12. Internet and e-Commerce. Chapter 13. Advertising and IMC Media Planning. Part IV. The Marketing Communication Functions. Chapter 14. Consumer Promotional and Packaging. Chapter 15. Channel Marketing and Trade Promotion. Chapter 16. Personal Selling. Chapter 17. Public Relations and Brand Publicity. Chapter 18. Integrated Direct Marketing. Chapter 19. Customer Service, Trade Shows, Events and Sponsorships. Part V. The Big Picture. Chapter 20. Social, Legal and Ethical Issues in Marketing Communications. Chapter 21. International IMC. Chapter 22. Effectiveness Measurements and Evaluations.