1st Edition
Integrated Advertising, Promotion, and Marketing Communicating in a Digital World
This book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, and a discussion on social and cultural factors that enhance the effectiveness of marketing communication.
Attuned to an evolving, Internet-driven, social media–connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, public relations, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer.
This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations.
List of figures ix
List of tables xi
Preface xii
Acknowledgments xiv
1 An introduction to IMC 1
2 Strategic importance of IMC 19
3 Segmentation, targeting, and positioning 41
4 Understanding consumers 60
5 The process of communication 81
6 Creativity and advertising classification 98
7 Media strategy and planning 119
8 Traditional media 137
9 Internet and mobile marketing 155
10 Social media marketing 179
11 Sales and trade promotion 199
12 Direct marketing and personal selling 225
13 Outdoor and support media 250
14 Publicity and public relations 276
15 Measuring the effectiveness of marketing campaign 301
16 Ethical, social, and regulatory perspectives 320
17 Global and cultural challenges 339
Index 358
Biography
Anubhav Mishra is Professor of Marketing at Jaipuria Institute of Management Lucknow. Previously, he worked at Indian Institute of Management Ranchi as Assistant Professor. He did the Fellow Program in Management from Indian Institute of Management Lucknow in Marketing. He completed his Executive Post Graduate Program from Indian Institute of Management Kozhikode. He holds a Bachelor of Technology Degree in Mechanical Engineering from Institute of Engineering and Technology, Lucknow. Prior to academics, he has 11 years of corporate experience working in the IT industry (SAP Labs India and Infosys Technologies Ltd.).
Prof. Mishra’s research interests are online consumer behavior, electronic word of mouth, consumer socialization, adoption of emergent technologies (augmented reality, virtual reality, and voice assistants), and online fake reviews. Prof. Mishra has published in top-ranked journals such as International Journal of Information Management, Journal of Business Research, Psychology & Marketing, Journal of Consumer Behavior, Journal of Consumer Marketing, Marketing Intelligence and Planning, and Journal of Services Marketing.
Prof. Mishra has taught students of graduate program, doctoral program, and executive education. He has also conducted management development programs for higher management and offered consulting to Government and Commercial organizations.
Tata Sai Vijay is Assistant Professor in the Department of Marketing at Indian Institute of Management Ranchi. Previously, he worked at the Institute of Management Technology Nagpur and was also associated with the Shankaracharya Group at Bhilai and Raipur. He did the Fellow Program in Management from Indian Institute of Management Raipur in Marketing. He holds a master’s degree in management and also in science (chemistry).
His research interest includes online consumer behavior, online consumer reviews, consumer buying behavior for new and innovative products, customer relationship marketing, and impulse buying behavior. He has published research papers in various journals like Journal of Retailing and Consumer Services, Journal of Consumer Marketing, Journal of Strategic Marketing, Journal of Global Information Management, Journal of Consumer Behaviour, Journal of Internet Commerce, Pacific Asia Journal of the Association for Information Systems, and Journal of International Consumer Marketing. He has also published case studies in Ivey Publishing and Case center.
He has taught students of postgraduate program, doctoral program, and executive education. He has also undertaken consulting research for state government organizations.
