Routledge Integrated Advertising, Promotion, and Marketing Book

Master the complexities of modern communication with Integrated Advertising, Promotion, and Marketing: Communicating in a Digital World. Published by Routledge, this book provides a comprehensive look at the concepts and perspectives of integrated marketing communication (IMC) in today's Internet-driven landscape. Readers will explore the history of Indian advertising and learn about the strategic importance of IMC. The text examines how social and cultural factors impact the effectiveness of marketing messages. Designed for a social media-connected world, it covers the essential forms of communication used by modern business organizations. From the foundational stages of marketing plans, branding, and positioning to the practical execution of creative briefs, copywriting, and design, this book serves as a complete guide. It is an essential resource for understanding how to navigate the evolving digital environment effectively.