Integrated Marketing Communication: Advertising and Promotion in a Digital World

ISBN-13: 9780367443368 / Angielski / Twarda / 2021 / 300 str.

Jerome M. Juska

Opis

This textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. It guides the reader through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands.

Spis treści

Author  Foreword  Preface  1. Artificial Intelligence: Another Digital Transformation for the Future of Marketing  2. Integrated Marketing Communication: Pathways for Brand Messages and Content  3. Marketing Research Methods: Collecting and Analyzing Input for Decision-Making  4. IMC Objectives and Budgets: Funding Methods and Allocating Financial Resources  5. Segmentation Strategies: Prioritizing Target Groups for Effective Brand Communication  6. Creativity Strategies and Advertising: The Storytelling Process, People, and Procedures  7. Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content  8. Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns  9. Sales Promotion Strategies: Motivating Shoppers to React and Respond to Special Offers  10. Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships  11. Brand Visibility Strategies: Displaying a Physical Presence and Using Personal Contact  12. B2B Communication Strategies: Retaining Customers and Discovering New Buyers  Index

O autorze

Jerome M. Juska is an Adjunct Professor at Seminole State University. Dr. Juska has taught advertising management at the University of Illinois, Northwestern University, and Franklin College in Lugano, Switzerland. He is also a consultant for agencies, media, and advertisers.