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Integrated marketing communication : advertising and promotion in a digital world / Jerome M. Juska.

By: Juska, Jerome M.
Publisher: New York, NY : Routledge, c2018Description: xix, 230 pages : illustrations ; 23 cm.ISBN: 9781138695443 (pbk); 9781138695436 (hbk).Subject(s): Internet advertising | Internet marketing | Business & financeDDC classification: 659.144
Contents:
What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand visibility programs -- Public relations strategies -- The IMC plan.
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659.144 JUS (Browse shelf) 1 Checked out 17/08/2022

What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand visibility programs -- Public relations strategies -- The IMC plan.

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