Promotional Strategy: Managing Advertising and Integrated Marketing Communications

Description:

In a media environment shaped by digital transformation, audience fragmentation, and increasing ethical scrutiny, Promotional Strategy: Managing Advertising and Integrated Marketing Communications delivers a comprehensive and contemporary exploration of how brands communicate value. Designed for undergraduate students and early-career professionals in marketing, advertising, communications, and business strategy, this textbook bridges theory and practice to equip readers with the tools to craft impactful, integrated promotional campaigns. Beginning with the historical evolution of promotion within the marketing mix, the text traces the rise of Integrated Marketing Communications (IMC) and its significance in aligning branding, messaging, and media across channels. Readers will explore the psychological and sociocultural factors that shape consumer response, the nuances of planning a promotional mix, and the art and science behind creative messaging and media strategy. With equal attention to traditional advertising, digital platforms, public relations, personal selling, and sales promotions, the book highlights how each component contributes to cohesive and ethical brand storytelling. Students will also learn to navigate challenges such as cross-cultural communication, regulatory compliance, budget allocation, and campaign measurement. Cutting-edge topics including AI in content creation, sustainability marketing, influencer engagement, and data-driven personalization prepare readers to thrive in a future-facing promotional landscape. Grounded in research and enriched with real-world case studies, the text empowers learners to deliver promotions that resonate, perform, and endure.

Key Features:

• Comprehensive coverage of promotional theory, strategy, and execution across advertising, sales, PR, and digital platforms.
• Frameworks for audience analysis, media planning, message development, and campaign integration.
• Emphasis on ethical communication, legal compliance, responsible targeting, and brand transparency.
• Practical tools for SMART goal setting, A/B testing, budgeting, KPI measurement, and ROI analysis.
• Exploration of emerging trends including AI personalization, green marketing, social media dynamics, and programmatic advertising.
• Case studies and applied learning tools that bridge strategic insight with creative execution.

Ideal For:

Undergraduate students in marketing, advertising, communications, or business programs; aspiring brand managers, campaign planners, and media strategists; and anyone seeking a robust, practical foundation in how to design and manage effective promotional campaigns in today’s connected and competitive marketplace.

Walsh College Students: This is the required textbook for MKT309: Advertising and Promotion Mgt

ISBN-13: 979-8-9991675-7-6

Format: E-Book