Description

This book offers a detailed exploration of integrated marketing communications (IMC), emphasizing the critical role of advertising and promotion in building brand awareness and driving business success. It covers the key components of IMC, including advertising, public relations, sales promotion, direct marketing, and digital marketing, and highlights how these elements can work together to create cohesive and effective marketing strategies. The book explores how brands use various communication channels and techniques to engage with their target audiences and deliver consistent messaging across platforms. It also examines the strategic planning behind advertising and promotional campaigns, including budgeting, creative development, and media selection. With real-world examples, case studies, and practical insights, this book provides a comprehensive understanding of how IMC can enhance brand communication. It is an essential resource for students, marketing professionals, and anyone looking to understand the integrated approach to modern marketing communications.