Strategic Integrated Marketing Communications

Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, beginning by building a foundation to provide context by looking at the role of IMC in building brands and strengthening companies, the book then looks at what is required to develop and execute effective messages and ensure that they are consistent and consistently delivered, regardless of media. Everything is then pulled together, providing a detailed, practical overview of the strategic planning process, what goes into it and how it is implemented. Numerous examples and cases are included, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan.

Thoroughly updated, with special attention throughout to the increasing importance of digital media in marketing communication, new to this edition are:

•  the introduction of a general model of positioning and the important relationship between positioning and brand awareness and brand attitude strategy;
• a look at the role of the preconscious in message processing;
• a much expanded look at media and media planning concepts;
• an expanded and more detailed section on digital media;
• a section on content marketing.

Larry Percy is Professor of Marketing at the Copenhagen Business School as well as a marketing and communications consultant with over 40 years’ experience. Dr Percy has previously held posts at University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. He has over 90 publications to his name, including 12 books, and has served on the editorial board of a number of academic journals.