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Advertising & Intergrated Marketing Communications
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Advertising & Intergrated Marketing Communications

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Advertising & Intergrated Marketing Communications

Kruti Shah

Published by Tata Mcgraw Hill Publishing Co Ltd | Language - English | Binding - Paper Back

Average Rating (37 Customers)

` 845

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About the Book: Advertising And Integrated Marketing Communications

Advertising and Integrated Marketing Communications brings to fore a perfect balance between theory and practice as well as planning and execution. The book introduces readers to the concept of integrated marketing communications, and its major tools, techniques and media, with a special focus on advertising.

Salient Features

Coverage of all major communication tools including new age media such as the Internet, social media, and

mobile communication

Inclusion of latest trends and research in communication such as TAM surveys, MIB regulations, and ASCI


Exclusive sections on Creative execution in advertising and Presentation skills

Indian orientation with numerous practical examples and case studies encompassing several industries and


Practical and hands-on approach, without compromising on theoretical or managerial aspects

Rich pedagogical features such as summaries, exercises, critical thinking questions, integrated case study, instructors website, etc.


Part I: Understanding Integrated Marketing Communication

Chapter 1: An Introduction to Integrated Marketing Communications

Chapter 2: IMC as an Integral Part of Marketing

Part II: The IMC Programme Situational Analysis

Chapter 3: Understanding Consumer Behaviour

Chapter 4: Understanding the Communications Process

Chapter 5: The World of Marketing Communication Agencies

Part III: Advertising

Chapter 6: Advertising Research and Strategy

Chapter 7: Finding the Big Idea

Chapter 8: Creative Execution in Advertising

Chapter 9: Creative Execution and Design in Print

Chapter 10: Creative Execution in Broadcast Media

Part IV: Other Promotion Tools

Chapter 11: Sales Promotion

Chapter 12: Direct Marketing

Chapter 13: Public Relations and Publicity

Chapter 14: Communication in the New Age: Online and Mobile Media

Part V: Media Planning and Strategy

Chapter 15: Print and Support Media

Chapter 16: Broadcast Media

Chapter 17: Developing the Media Plan

Part VI: Budgets, Objectives and Evaluation

Chapter 18: Promotion Objectives and Budget Determination

Chapter 19: Measuring IMC Performance

Chapter 20: The Legal and Ethical Environments of Promotions

About the Author: Kruti Shah

Kruti Shah, Visiting Faculty, Mudra Institute of Communications, Ahmedabad (MICA) and Founder, Thinking Ink


Book: Advertising & Intergrated Marketing Communications
ISBN-13: 9781259026058
Product Code EBK0371308
Binding: Paper Back
Publishing Date: 2014-03-01
Publisher: Tata Mcgraw Hill Publishing Co Ltd
Number of Pages: 725
Language: English

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