02301cam a2200217 i 4500 20250710161237.0 9781003458593 TZs.142,818/= MUL eng AACR2 658.800954 MIS Mishra, Anubhav, Integrated advertising, promotion, and marketing : communicating in a digital world / Anubhav Mishra and Tata Sai Vijay. New York: Routledge., c2024 xvi,366p.: 24cm Includes bibliographical references and index. An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social Media Marketing -- Sales and Trade Promotion -- Direct Marketing and Personal Selling -- Outdoor and Support Media -- Publicity and public relations -- Measuring the Effectiveness of Marketing Campaign -- Ethical, Social, and Regulatory Perspectives -- Global and Cultural Challenges. "This book introduces the concepts, perspectives, and importance of Integrated Marketing Communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, a discussion on social and cultural factors that enhance the effectiveness of marketing communication. Attuned to an evolving, internet driven, social media connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer. This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations"-- Marketing India. Advertising India. Tata, Sai Vijay, BK 11062 11062 0 0 0 0 MU0001 MU0001 2025-07-01 Mark Solutions 0 658.800944 MIS 0087661 2025-07-10 16:15:28 1 2025-07-10 BK 0 0 0 0 MU0001 MU0001 2025-07-01 Mark Solutions 0 658.800944 MIS 0087662 2025-07-10 16:15:28 2 2025-07-10 BK 0 0 0 0 MU0001 MU0001 2025-07-01 Mark Solutions 0 658.800944 MIS 0087663 2025-07-10 16:15:28 3 2025-07-10 BK