Advertisement and Promotions: An IMC Perspective

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The book is rooted in sound theoretical concepts with a strong emphasis on the practical component. It introduces students to the concept of integrated marketing communication, and its major tools, techniques and media, with a special focus on advertising. It serves the needs of both those who are inclined towards the managerial aspects of communication, as well as those who are interested in mastering the creative aspects. Key Features IMC Perspective A good balance between managerial and creative aspects of the subject Focus on practical learning, key concepts and applications Coverage of all major marketing communications topics Current examples of various types of products and businesses in India Detailed discussions on some successful and memorable campaigns Critiques of successful and not-so-successful advertising campaigns Appendix on career guidance and presentation skills Rich pedagogy Table Of contents PART 1: UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS Chapter 1. An Introduction to Integrated Marketing Communications Chapter 2. IMC as an Integral Part of Marketing Strategy PART 2: THE IMC PROGRAM SITUATIONAL ANALYSIS Chapter 3. Understanding Consumer Behavior Chapter 4. Understanding the Communications Process Chapter 5. Structure of the Advertising & Promotions World PART 3: ADVERTISING Chapter 6. Advertising Research Chapter 7. Advertising Strategy Chapter 8. Finding the Big Idea Chapter 9. Creative Execution in Advertising Chapter 10. Creative Execution and Design in Print Chapter 11. Creative Execution on Radio Chapter 12. Creative Execution on Television Chapter 13. Creative Execution Online PART 4: OTHER PROMOTION TOOLS Chapter 14. Sales Promotion Chapter 15. Direct Marketing Chapter 16. Public Relations, Publicity and Corporate Advertising Chapter 17. Unconventional Promotional Media (includes mobile advertising) PART 5: MEDIA PLANNING AND STRATEGY Chapter 18. Print Media Chapter 19. Broadcast Media Chapter 20. Support Media Chapter 21. Developing the Media Plan Chapter 22. Promotion Objectives and Budget Determination Chapter 23. Monitoring, Evaluation and Controlling Promotions Chapter 24. The Legal, Ethical and Economic Environments of Promotions APPENDIX Appendix 1: Presenting Advertising Ideas Appendix 2: Landing the Coveted Ad Job