Strategic integrated marketing communications

Description

Cover Half Title Title Page Copyright Page Contents Figures Tables Adverts Preface Part I Introduction to IMC 1 Overview of IMC What is IMC? Managing IMC Barriers to effective IMC Identifying IMC opportunities IMC strategic planning Summary 2 Brands and IMC The role of IMC in building brands Positioning Brand attitude Brand portfolio considerations Summary 3 Companies and IMC The role of IMC in strengthening companies Corporate identity, image and reputation Building corporate identity, image and reputation Corporate brand Corporate communication Summary Part II Components of IMC 4 Advertising The role of advertising in IMC Types of advertising Brand awareness and brand attitude strategy Summary 5 Promotion Basic types of promotion Promotion to the consumer Building brand attitude with consumer promotion Trial versus repeat purchase objective for promotion Promotion to the trade and retailer (as trade) Incentive promotion cost Summary 6 Media Media concepts Digital media Adblocking Summary 7 Additional delivery options Sponsorships and event marketing Product placement Packaging Content marketing Direct marketing Trade shows and fairs Personal selling Public relations Summary Part III IMC messages 8 Message processing Communication response sequence Message processing responses The role of memory Summary 9 Message development Positioning Communication objectives Creative brief Creative idea Pre-testing Summary 10 Creative execution Gaining attention Facilitating learning Consistency in IMC executions Specific creative tactics for brand awareness and brand attitude Eliciting the correct emotional response Summary Part IV The IMC plan 11 Planning considerations Reviewing the marketing plan The role of direct marketing in IMC Market characteristics that influence IMC effectiveness Relative advertising versus promotion strengths Advantages of using advertising and promotion together Summary 12 The IMC planning process Selecting a target audience Determining how decisions are made Establishing brand positioning Setting communication objectives Matching media options Summary 13 Finalizing and implementing the IMC plan Finalizing the plan Implementing the plan Tracking IMC campaigns Summary Glossary Index