000			01702nam a2200217 4500
005			20250228114053.0
008			250228b |||||||| |||| 00| 0 eng d
020			_a9781032780962
082			_a658.800954 MIS
100			_aMishra, Anubhav
245			_aIntegrated advertising, promotion, and marketing _b: communicating in a digital world
250			_a1st ed.
260			_aOxon: _bRoutledge; _cc2024.
300			_axvi, 366p.
500			_aIncludes bibliographical references and index.
520			_aThis 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
650			_aBusiness & Economics
650			_aAdvertising & Promotion
700			_aVijay, Tata Sai _eAuthor
942			_2ddc _n0 _cC
999			_c30380 _d30380