The successful integration of all aspects of marketing communications around one core positioning for a company or brand is vital if busy marketers are to gain maximum impact and effectiveness from a given budget. This text shows how to define key audiences and messages, and develop a strategy that will increase marketing impact. The book assesses the strengths and weaknesses of the various communcations routes available and gives guidance on selecting the right mix to meet the agreed objectives.
Author(s): Tom Brannan
Edition: 2nd edition
Year: 1995
Language: English
Pages: 143
Contents......Page 6
Introduction......Page 10
1 What does Integrated Communication Mean?......Page 14
2 Planning for Integration......Page 22
3 The Planning Matrix......Page 36
4 Shaping Individual Campaigns......Page 44
5 Advertising......Page 58
6 Public Relations......Page 64
7 Direct Mail to Relationship Marketing......Page 70
8 Sponsorship......Page 78
9 Design......Page 84
10 Exhibitions, Conferences and Seminars......Page 90
11 Electronic Communication......Page 96
12 Arming the Salesforce......Page 102
13 Sales Promotion......Page 110
14 Selecting the Right Techniques......Page 118
15 Assembling the Total Plan......Page 130
16 Keeping it all Together......Page 134
17 Using External Agencies......Page 142
18 Internal Communication......Page 148
Further Reading......Page 150
Index......Page 152
