CSCSTI 00.08
Russian Classification of Professions by Education 42.02.01
Russian Classification of Professions by Education 42.03.01
Russian Classification of Professions by Education 42.04.01
Russian Library and Bibliographic Classification 6542
Russian Trade and Bibliographic Classification 7936
Russian Trade and Bibliographic Classification 795
Russian Trade and Bibliographic Classification 7953
Russian Trade and Bibliographic Classification 7954
Russian Trade and Bibliographic Classification 7955
The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist.
integrated communications, ATL- tools, BTL- tools, IMC campaign, target audience, Unique selling proposition, soft positioning, rigid positioning
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