The lowest-priced, brand-new, unused, unopened, undamaged item in its original packaging (where packaging is applicable).Packaging should be the same as what is found in a retail store, unless the item is handmade or was packaged by the manufacturer in non-retail packaging, such as an unprinted box or plastic bag.See details for additional description.
44 black & white tables, 14 black & white halftones, 20 black & white line drawings
2nd Revised edition
Table Of Contents
Section I: Introduction to IMC 1.Overview of IMC 2.Brands and IMC 3.Companies and IMC Section II: Components of IMC 4.Traditional Advertising 5.Traditional Promotion 6.Non-Traditional Media Section III: IMC Messages 7.Message Processing 8.Message Development 9.Creative Execution Section IV: The IMC Plan 10.Planning Considerations 11.The IMC Planning Process 12.Finalizing and Implementing the IMC Plan Chapter 1: Overview of IMC This chapter begins with a look at various definitions of IMC, and while they may differ in particulars, they all basically frame IMC as a planning process. We see IMC as fundamentally all about planning in order to deliver a consistent message across any number of delivery media. However, there is no settled way in which IMC is managed, and there are a number of barriers to effective implementation which must be overcome. It is argued that strategic planning is required for effective IMC, and a 5-step strategic planning process is introduced. Chapter 2: Brands and IMC Brand meaning builds over time, largely as a function of marketing communication. It might well be argued that brands could not exist without it, and that it is IMC that offers the manager the ability to inform brand meaning. The first step in building strong brand meaning is effective positioning, correctly identifying the link between the brand and category need, and selecting the appropriate benefit for increasing positive brand attitude. All of this must take into account any brand portfolio considerations and branding strategy. Chapter 3: Companies and IMC IMC has an important role in strengthening companies, especially companies as brands. This role is primarily with companies as a corporation, where its identity and image is concerned with external audiences, rather than as an organization where the concern is internal. Corporate identity, image, and reputation are all mediated by IMC, establishing corporate meaning, is what is now thought of as a corporate brand. In a very real sense IMC will help build and manage a corporate brand equity as well as individual brand equities. Chapter 4: Traditional Advertising The key to understanding the role of traditional advertising in IMC is the important distinction between advertising-like messages and promotion-like messages. With advertising-like messages the primary communication objectives are brand awareness and brand attitude. With promotion-like messages, while addressing brand awareness and attitude, the primary objective is an immediate brand purchase or action intention. There are four basic types of advertising: consumer-oriented brand advertising, retail advertising (where channels marketing may be involved), business-to-business advertising, and corporate advertising. Given the importance of brand awareness and attitude strategy, it is an integral part of IMC planning. This includes attention to the distinction between recognition and recall awareness, and understanding the target audiences' level of involvement with the purchase decision and the underlying motivation driving that decision. This relationship is summarized by the Rossiter-Percy Grid. Chapter 5: Traditional Promotion The primary objective of traditional promotion is to initiate immediate action, and while not necessary, this usually involves an incentive of some kind. Given its objective, in terms of IMC strategy promotion should only be used as a short-term tactic, carefully integrated over time in relation to the target audiences' decision process. There are three basic types of promotion: consumer, retail, and trade. The basic consumer incentive promotions are: coupons, samples, refunds, and rebates, loyalty programs and loading devices, premiums, and sweepstakes, games and contests. Most of these have counterparts in trade and retail promotions. Managers must carefully plan for the likely effect of a promotion because if it is too successful the unexpected increa
Dr Larry Percy is Professor of marketing at the Copenhagen Business School as well as a marketing and communications consultant with over 40 years' experience. Dr Percy has previously held posts at University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. He has over 90 publications to his name, including 12 books, and has served on the editorial board of a number of academic journals