Introducing Integrated Marketing Communication – Edge Learning Media

In a world of information overload, a consistent brand voice is everything. Introducing Integrated Marketing Communication (IMC) is a practical, student-friendly guide to the “Promotion” element of the marketing mix. This textbook explains how to coordinate various communication channels—from traditional advertising and PR to digital social media and direct marketing—to ensure a clear, consistent, and impactful message reaches the target audience.

Why this Textbook is a Marketing Essential:

• Synergy Focused: Teaches you how to make $1 + 1 = 3$ by ensuring all marketing tools work together rather than in isolation.

• Modern Media Mix: Includes essential coverage of digital platforms, influencer marketing, and the shift from one-way broadcasting to two-way consumer engagement.

• South African Relevance: Uses local examples and contexts to illustrate how brands navigate the unique South African consumer landscape.

• Visual & Applied: Features clear diagrams, step-by-step planning models, and review questions that make complex communication theories easy to grasp.

Key Topics Covered:

• • The IMC Planning Process: From identifying the target audience to setting communication objectives and budgets.

  • Advertising & Media Selection: Understanding the pros and cons of print, broadcast, and outdoor media in a digital age.

  • Public Relations & Sponsorship: How to build brand credibility and manage reputation through non-paid media.

  • Sales Promotion & Direct Marketing: Techniques for driving immediate consumer action and building one-on-one relationships.

  • Ethics and Regulation: Navigating the legalities of the ASA (Advertising Regulatory Board) and consumer privacy in South Africa.

Key Specifications:

• ISBN-13: 9781776122165

• Publisher: Edge Learning Media

• Format: Physical Softcover

• Category: Marketing / Communications