Includes bibliographical references and index.

Marketing communications as a strategic marketing tool -- Introducing communication -- Ethical issues and current challenges -- Analysing the integrated marketing communications environment -- Creativity and creativity tactics -- The IMC client/agency relationship -- IMC and branding -- Traditional media -- Electronic, new and social media -- Emerging, hybrid media and experiential marketing -- Advertising -- Integrated campaign development : direct and database marketing, outdoor and point of purchase -- Integrated campaign development : marketing PR and sponsorship -- Integrated campaign development : personal selling and sales management, retail key account liaison, exhibitions and shows -- Evaluation and control : evidence of effectiveness and the challenge of measuring return on investment.

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won't sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed.