Strategic Integrated Marketing Communications

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E-Book Overview

This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on-* Effective brands having the right positioning and brand attitude* The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently* That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation * An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies* Once an emerging discipline IMC now lies at the heart of successful Marketing Strategy* Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this

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Strategic Integrated Marketing Communication Theory and practice This page intentionally left blank Strategic Integrated Marketing Communication Theory and practice Larry Percy Amsterdam • Boston • Heidelberg • London • New York • Oxford Paris • San Diego • San Francisco • Singapore • Sydney • Tokyo Butterworth-Heinemann is an imprint of Elsevier Cover image courtesy Gregg LeFevre, www.gregglefevre.com Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP, UK 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA First edition 2008 Copyright © 2008 Larry Percy. Published by Elsevier Inc. All rights reserved The right of Larry Percy to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher. Permissions may be sought directly from Elsevier ’s Science & Technology Rights Department in Oxford, UK: phone (_44) (0) 1865 843830; fax (_44) (0) 1865 853333; email: [email protected] Alternatively you can submit your request online by visiting the Elsevier web site at http://elsevier.com/locate/permissions, and selecting Obtaining permission to use Elsevier material Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress ISBN: 978-0-7506-7980-0 For information on all Butterworth-Heinemann publications visit our web site at http://books.elsevier.com Typeset by Charon Tec Ltd (A Macmillan Company), Chennai, India www.charontec.com Printed and bound in Canada 08 09 10 11 10 9 8 7 6 5 4 3 2 1 Contents Preface Section I xi Introduction to IMC 1 1 Overview o