Developing a Creative and Innovative Integrated Marketing Communication Plan

by Ogden, James R.

• ISBN13: 9780137783335
• ISBN10: 0137783337
• Edition: 1st
• Format: Paperback
• Copyright: 1998-04-20
• Publisher: Pearson
• More Book Details

Summary

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 .

Table of Contents

1. Marketing and IMC.
2. Planning for Integrated Marketing Communications.
3.Advertising.
4. Sales Promotion.
5. Direct Marketing.
6. Cybermarketing.
7. Personal Selling.
8. Public Relations and Publicity.
9. Bringing It All Together.
Appendix A: Methods and Sources for the Company Analysis.
Appendix B: Research Methods for the Product Evaluator.
Appendix C: Sources for Consumer Analysis.
Appendix D: Media Terms and Definitions.
Appendix E: Advantages and Disadvantages of Select Media.
Appendix F: Cyberspace Terminology.