Developing Creative and Innovative Integrated Marketing Communication Plan

For advertising and marketing courses in the schools of business and journalism.

Able to be used as both a stand alone item or a supplement to current advertising books, this “how to” book focuses on the creation of an Integrated Marketing Communication (IMC) Plan.

Features

• Written from a managerial point of view, this book covers major areas of the following:
• Advertising.
• Public relations.
• Personal selling.
• Sales promotion.
• Direct marketing.
• This text is somewhat of a “case study” where students could be assigned to develop an IMC.
• Increases students' ability to learn the material through an in-depth “flow chart” or “how to” diagram.
• This is one of the first workbooks dedicated to IMC, an increasingly popular concept with advertising professionals and academicians.
• Serves as a segue into this topic.
• Includes a glossary of resources for the student.
• The writing is straightforward and easy to follow for the beginner as well as the advanced advertising and marketing practitioner.