000			01576nam a2200229 4500
005			20250402172136.0
008			250402b |||||||| |||| 00| 0 eng d
020			_a9781032780962
037			_cTextual
040			_aRTL _cRTL
084			_aX:513:(D6,9(B) R4 _qRTL
100			_aMishra, Anubhav _9751785
245			_aIntegrated advertising, promotion, and marketing: communicating in a digital world
260			_aLondon _bRoutledge _c2024
300			_axvi, 366p _bIncludes index
520			_aThis book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, and a discussion on social and cultural factors that enhance the effectiveness of marketing communication. Attuned to an evolving, Internet-driven, social media–connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, public relations, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer.
650			_aBusiness, Management and Marketing _9751602
650			_aMarketing
650			_aAsian Studies
700			_aVijay, Tata Sai _eCo-author _9751786
942			_2CC _n0 _cTB _hX:513:(D6,9(B) R4
999			_c1308421 _d1308421