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Strategic Integrated Marketing Communications
The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then looks at what goes into developing and executing effective messages, and how to ensure that they are consist...
Strategic Integrated Marketing Communications
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identi...
Marketing Communications
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such a...
Strategic Advertising Management
"An online resource centre accompanies this title with additional resources for students and lecturers . . ."--P. 4 of cover.
Strategic Brand Management
Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. This book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.
Strategic Advertising Management
The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an Advertising Management module. The authors firstly address what advertising is meant to do, and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to include expanded chapter introductions and explicit key concepts. The chapters on 'Developing a Communication Strategy' and 'Processing the Message' have been significantly expanded, as has the concluding part-'Integrating Advertising and Promotion'. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. Accompanying the new edition is a companion web site containing, for lecturers: PowerPoint slides with selected figures from the text and suggested classroom exercises; and for students: web links and additional questions. Book jacket.
Strategic Integrated Marketing Communication
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.
Advertising Communications and Promotion Management
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
