Shah, Kruti <br/><br/>
Advertising and integrated marketing communications  

 - Chennai  McGraw Hill Education (India) Pvt. Ltd.  2021 
 - xxviii, 889 p. 
<br/><br/>Part I: Understanding Integrated Marketing Communication<br/>Chapter 1: An Introduction to Integrated Marketing Communications<br/>Chapter 2: IMC as an Integral Part of Marketing<br/>Part II: The IMC Programme Situational Analysis<br/>Chapter 3: Understanding Consumer Behaviour<br/>Chapter 4: Understanding the Communications Process<br/>Chapter 5: The World of Marketing Communication Agencies<br/>Part III: Advertising<br/>Chapter 6: Advertising Research and Strategy<br/>Chapter 7: Finding the Big Idea<br/>Chapter 8: Creative Execution in Advertising<br/>Chapter 9: Creative Execution and Design in Print<br/>Chapter 10: Creative Execution in Broadcast Media<br/>Part IV: Other Promotion Tools<br/>Chapter 11: Sales Promotion<br/>Chapter 12: Direct Marketing<br/>Chapter 13: Public Relations and Publicity<br/>Chapter 14: Communication in the New Age: Online and Mobile Media<br/>Part V: Media Planning and Strategy<br/>Chapter 15: Print and Support Media<br/>Chapter 16: Broadcast Media<br/>Chapter 17: Developing the Media Plan<br/>Part VI: Budgets, Objectives and Evaluation<br/>Chapter 18: Promotion Objectives and Budget Determination<br/>Chapter 19: Measuring IMC Performance<br/>Chapter 20: The Legal and Ethical Environments of Promotions 
<br/><br/> Advertising and Integrated Marketing Communications brings to fore a perfect balance between theory and practice as well as planning and execution. The book introduces readers to the concept of integrated marketing communications, and its major tools, techniques and media, with a special focus on advertising. 
<br/><br/><label>ISBN: </label>9781259026058 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>659.1  / SHA