Integrated Advertising, Promotion, and Marketing: Communicating in a Digital World

This book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, and a discussion on social and cultural factors that enhance the effectiveness of marketing communication.

Attuned to an evolving, Internet-driven, social media-connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, public relations, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer.

This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations.

Anubhav Mishra is a Professor of Marketing at Jaipuria Institute of Management Lucknow. Previously, he worked at Indian Institute of Management Ranchi as Assistant Professor. He did the Fellow Program in Management from Indian Institute of Management Lucknow in Marketing. He completed his Executive Post Graduate Program from Indian Institute of Management Kozhikode. He holds a Bachelor in Technology Degree in Mechanical Engineering from Institute of Engineering and Technology, Lucknow. Prior to academics, he has eleven years of corporate experience working in the IT industry (SAP Labs India and Infosys Technologies Ltd.).

Prof. Mishra’s research interests are online consumer behavior, electronic word-of-mouth, consumer socialization, technology adoption of emergent technologies (augmented reality, virtual reality, and voice assistants), and online fake reviews. Prof. Mishra has published in top-ranked journals such as International Journal of Information Management, Journal of Business Research, Psychology & Marketing, Journal of Consumer Behavior, Journal of Consumer Marketing, Marketing Intelligence and Planning, and Journal of Services Marketing.

Prof. Mishra has taught students of graduate program, doctoral program, and executive education. He has also conducted management development programs for higher management and offered consulting to Government and Commercial organizations.

Tata Sai Vijay is presently working as assistant professor, at Indian Institute of Management Ranchi, in the department of Marketing. Previously, he worked at Institute of Management Technology Nagpur and was also associated with Shakaracharya Group at Bhilai and Raipur. He did the Fellow Program in Management from Indian Institute of Management Raipur in Marketing. He holds Master’s degree in management and also a Masters in Science (Chemistry).

His research interest includes - online consumer behaviour, online consumer reviews, consumer buying behaviour for new and innovative products, customer relationship marketing and impulse buying behaviour. He has published research papers in various journals like Journal of Retailing and Consumer Services, Journal of Consumer Marketing, Journal of Strategic Marketing, Journal of Global Information Management, Journal of Consumer Behaviour, Journal of Internet Commerce, Pacific Asia Journal of the Association for Information Systems, Journal of International Consumer Marketing, etc. He has also published case studies in Ivey publishing and Case center.

He has taught students of post-graduate program, doctoral program, and executive education. He has also undertaken consulting research for state Government organizations.