The Marketing Communications Toolbox

The Marketing Communications Playbook provides a practical guide to integrated marketing communications. It includes an overview of fundamentals related to the planning of marketing messaging and media, including consumer behavior and the communications process. Then, the book turns its focus to professional skills used by practitioners: setting objectives and budgets and developing and implementing creative strategy. It delves into the media planning process and explains the advantages and disadvantages of various media types. Finally, it explains processes of measuring the effectiveness of the plan, and highlights skills and techniques of pitching plans to clients to gain approval.

Ann Bastianelli provides a clear and practical introduction to aspects of marketing, messaging, and media planning.  As an accomplished advertising and marketing professional herself, before turning to academia, her focus is in ensuring that the process of planning itself, and actual execution of the plan in the marketplace are grounded in the strategic aims of the brand and client. This book is appropriate for both practitioners and students, revealing current industry examples and practices.