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

part |2 pages

Section I Introduction to IMC

chapter 1|28 pages

Overview of IMC

chapter 2|22 pages

Brands and IMC

chapter 3|24 pages

Companies and IMC

part |2 pages

Section II Components of IMC

chapter 4|22 pages

Traditional advertising

chapter 5|24 pages

Traditional promotion

chapter 6|26 pages

New media and other IMC options

chapter 7|18 pages

Direct marketing and channels marketing

part |2 pages

Section III IMC messages

chapter 8|24 pages

Message processing

chapter 9|26 pages

Creative execution

part |2 pages

Section IV The IMC plan

chapter 10|20 pages

Planning considerations

chapter 11|28 pages

The IMC planning process

chapter 12|26 pages

Finalizing and implementing the IMC plan