Campaign Planner for Promotion and IMC
Campaign Planner for Promotion and IMC

Author: Shay Sayre

Publisher: South Western Educational Publishing

Published: 2002

Total Pages: 180

ISBN-13: 9780324151978

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This workbook is designed to help students prepare and present a professional campaign in conjunction with their advertising, promotion, or IMC text. Using a 10-step guide, the Campaign Planner for Promotions and Integrated Marketing Communications, 2e clearly explains the process of planning and executing a successful campaign. Students have the option of working alone or in agency teams to complete the workbook activities. Students working in teams will learn about specific agency roles as they create their campaign. Acting as a simulated agency, students provide solutions for a chosen client's promotional problem. Problem solutions involve advertising, public relations and promotional aspects to deliver a truly integrated marketing communications plan. To aid students in the development of campaign objectives, strategies and tactics, a case synopsis featuring Starbucks Coffee is included as an example brand. Finally, students are asked to develop a Plans Book containing their recommendations for a successful campaign.

Campaign Planner for Integrated Brand Communications
Campaign Planner for Integrated Brand Communications

Author: Shay Sayre

Publisher: Cengage Learning

Published: 2005

Total Pages: 0

ISBN-13: 9780324321470

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Campaign Planner for Integrated Brand Communications is designed to help consumers prepare and present a professional campaign in conjunction with their advertising, promotion, or IMC text. Using a 10-step guide, this workbook clearly explains the process of planning and executing a successful campaign. Consumers have the option of working alone or in teams to complete the workbook activities. Consumers working in teams will be exposed to and learn about specific agency roles as they create their campaign.

Advertising Account Planning
Advertising Account Planning

Author: D. W. Jugenheimer

Publisher: Routledge

Published: 2014-12-18

Total Pages: 209

ISBN-13: 1317478630

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Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression

Strategic Integrated Marketing Communications
Strategic Integrated Marketing Communications

Author: Larry Percy

Publisher: Taylor & Francis

Published: 2023-03-03

Total Pages: 306

ISBN-13: 1000842932

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This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.

Advertising Account Planning
Advertising Account Planning

Author: Larry Kelley

Publisher: Routledge

Published: 2015-02-11

Total Pages: 263

ISBN-13: 1317507436

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Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

Integrated Marketing Communication
Integrated Marketing Communication

Author: Jerome M. Juska

Publisher: Routledge

Published: 2017-10-02

Total Pages: 227

ISBN-13: 1315526794

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This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.

EBOOK Developing Your Integrated Marketing Communication Plan
EBOOK Developing Your Integrated Marketing Communication Plan

Author: David Waller

Publisher: McGraw-Hill Education Australia

Published: 2015-03-06

Total Pages: 130

ISBN-13: 1743764863

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Designed for marketing students and practitioners. In a highly competitive market it is vital to effectively communicate the message of your product, service or idea. The starting point for effective marketing communication is an integrated marketing communication (IMC) plan.Developing Your Integrated Marketing Communication Plan is a highly practical workbook taking you through the process of creating of an effective IMC plan, step by step. Accompanied by quotes from seasoned professionals, handy hints and a case study this book will help you and your marketing message succeed in our contemporary business environment.

Integrated Marketing Communication
Integrated Marketing Communication

Author: Jerome M. Juska

Publisher: Routledge

Published: 2021-11-29

Total Pages: 289

ISBN-13: 1000485684

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Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.

Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package
Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package

Author: Kenneth E. Clow

Publisher: Prentice Hall

Published: 2003-05

Total Pages: 0

ISBN-13: 9780131060524

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For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions. Pure IMC: an integrated approach to teaching integrated marketing communications, with a solid advertising core not an advertising book with a few other chapters tacked on. Furthermore, the text gives students an integrated learning experience by incorporating a Building an IMC Campaign project, with free IMC Plan Pro software in every copy, so that by the end of the course students will have a portfolio-ready campaign.