Integrated marketing communication :
Juska, Jerome M.,
Integrated marketing communication : advertising and promotion in a digital world / Jerome M. Juska. - xix, 230 pages ; 24 cm
Includes bibliographical references and index.
What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand visibility programs -- Public relations strategies -- The IMC plan.
9781138695443 (pbk)
Internet advertising.
Internet marketing.
--Reading book
659.144 / JUS
Integrated marketing communication : advertising and promotion in a digital world / Jerome M. Juska. - xix, 230 pages ; 24 cm
Includes bibliographical references and index.
What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand visibility programs -- Public relations strategies -- The IMC plan.
9781138695443 (pbk)
Internet advertising.
Internet marketing.
--Reading book
659.144 / JUS