Principles of Integrated Marketing Communications
eBook - PDF

Principles of Integrated Marketing Communications

An Evidence-based Approach

  1. English
  2. PDF
  3. Available on iOS & Android
eBook - PDF

Principles of Integrated Marketing Communications

An Evidence-based Approach

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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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 Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Cambridge University Press
Year
2021
Print ISBN
9781108703116
eBook ISBN
9781108573085
Edition
2
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Half-title
  3. Advance praise
  4. Title page
  5. Copyright information
  6. Dedication
  7. Acknowledgement of Country
  8. Contents
  9. List of Case Studies
  10. About the author
  11. Acknowledgements
  12. Chapter 1 Integrated marketing communications and its synergistic effects
  13. Chapter 2 Uncovering insights
  14. Chapter 3 Brand positioning
  15. Chapter 4 Media planning for growth
  16. Chapter 5 Integrating digital and non-digital channels
  17. Chapter 6 Advertising creativity
  18. Chapter 7 Planning and executing the creative appeal
  19. Chapter 8 Social influence and social media
  20. Chapter 9 Public relations, corporate reputation, sponsorship, native advertising and content marketing
  21. Chapter 10 Influence, tactics and integration in personal selling
  22. Chapter 11 Direct response marketing and sales promotion integration
  23. Chapter 12 Advertising testing, campaign tracking and synergistic effects
  24. Chapter 13 Integrative review, IMC implementations and marketing technologies
  25. Index