Principles of Integrated Marketing Communications "An Evidence-based Approach"

por Ang, Lawrence
Principles of Integrated Marketing Communications "An Evidence-based Approach"
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ISBN: 978-1-108-70311-6
Editorial: Cambridge University Press
Fecha de la edición: 2021
Edición Nº: 2
idioma: Ingles
Nº Pág.: 510


pvp.112.95 €

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Resumen del libro

Reseña: 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.
indice: 1. Integrated marketing communications and its synergistic effects 2. Uncovering insights 3. Brand Positioning 4. Media planning for growth 5. Integrating digital and non-digital channels 6. Advertising creativity 7. Planning and executing the creative appeal 8. Social influence 9. Public relations, corporate reputation, sponsorship and content marketing 10. Influence, tactics and integration in personal selling 11. Direct response marketing and sales promotion integration 12. Advertising testing, campaign tracking and synergistic effects 13. Integrative review, IMC implementations and marketing technologies.