- 530 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
About this book
Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
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Information
Table of contents
- Cover
- Half-title
- Advance praise
- Title page
- Copyright information
- Dedication
- Acknowledgement of Country
- Contents
- List of Case Studies
- About the author
- Acknowledgements
- Chapter 1 Integrated marketing communications and its synergistic effects
- Chapter 2 Uncovering insights
- Chapter 3 Brand positioning
- Chapter 4 Media planning for growth
- Chapter 5 Integrating digital and non-digital channels
- Chapter 6 Advertising creativity
- Chapter 7 Planning and executing the creative appeal
- Chapter 8 Social influence and social media
- Chapter 9 Public relations, corporate reputation, sponsorship, native advertising and content marketing
- Chapter 10 Influence, tactics and integration in personal selling
- Chapter 11 Direct response marketing and sales promotion integration
- Chapter 12 Advertising testing, campaign tracking and synergistic effects
- Chapter 13 Integrative review, IMC implementations and marketing technologies
- Index
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Yes, you can access Principles of Integrated Marketing Communications by Lawrence Ang in PDF and/or ePUB format, as well as other popular books in Negocios y empresa & Marketing. We have over 1.5 million books available in our catalogue for you to explore.