Jerome M. Juska

Integrated Marketing Communication (eBook, ePUB)

Advertising and Promotion in a Digital World

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 330
• Erscheinungstermin: 29. November 2021
• Englisch
• ISBN-13: 9781000485684
• Artikelnr.: 62905988

Autorenporträt

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.

Inhaltsangabe

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