Integrated marketing communication : advertising and promotion in a digital world /
| Auteur principal: | |
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| Format: | Livre |
| Langue: | English |
| Publié: |
New York, NY :
Routledge,
c2018
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| Sujets: | |
| Classic Catalogue: | View this record in Classic Catalogue |
Table des matières:
- 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.