Integrated marketing communication : advertising and promotion in a digital world /
Juska, Jerome M.,
Integrated marketing communication : advertising and promotion in a digital world / Jerome M. Juska. - New York: Routledge, 2018. - pages cm
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.
9781138695436 (hbk) 9781138695443 (pbk)
Internet advertising.
Internet marketing.
R 659.144 JUS.I
Integrated marketing communication : advertising and promotion in a digital world / Jerome M. Juska. - New York: Routledge, 2018. - pages cm
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.
9781138695436 (hbk) 9781138695443 (pbk)
Internet advertising.
Internet marketing.
R 659.144 JUS.I