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. Key Features: Coverage of all major communication tools including new age media such as the Internet, social media and mobile communication Inclusion of latest trends and research in communication such as TAM surveys, MIB regulations and ASCI decisions Exclusive sections on 'Creative execution in advertising' and 'Presentation skills' Indian orientation with numerous practical examples and case studies encompassing several industries and products Practical and hands-on approach, without compromising on theoretical or managerial aspects Rich pedagogical features such as summaries, exercises, critical thinking questions, integrated case study, instructors' website, etc. Table of Contents:Part I: Understanding Integrated Marketing CommunicationChapter 1: An Introduction to Integrated Marketing Communications Chapter 2: IMC as an Integral part of Marketing Part II: The IMC Programme Situational Analysis Chapter 3: Understanding Consumer Behaviour Chapter 4: Understanding the Communications Process Chapter 5: The World of Marketing Communication Agencies Part III: Advertising Chapter 6: Advertising Research and Strategy Chapter 7: Finding the Big Idea Chapter 8: Creative Execution in Advertising Chapter 9: Creative Execution and Design in Print Chapter 10: Creative Execution in Broadcast Media Part IV: Other Promotion Tools Chapter 11: Sales Promotion Chapter 12: Direct Marketing Chapter 13: Public Relations and Publicity Chapter 14: Communication in the New Age: Online and Mobile Media Part V: Media Planning and Strategy Chapter 15: Print and Support Media Chapter 16: Broadcast Media Chapter 17: Developing the Media Plan Part VI: Budgets, Objectives and Evaluation Chapter 18: Promotion Objectives and Budget Determination Chapter 19: Measuring IMC Performance Chapter 20: The Legal and Ethical Environments of Promotions

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