Principles of Integrated Marketing Communications
Published on 25. December 2013
978-1-107-59771-6 (ISBN)
Description
Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: * Covers the latest concepts and tools in marketing and communications * Presents topics in light of their underlying theories and principles * Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at www.cambridge.edu.au/academic/imc.
Reviews / Votes
'I really like the book and the approach, it's refreshingly different which is what I have been looking for. It is also not American-saturated which is a great relief ... The book reads very well and is properly oriented into marketing thinking not advertising. ... What appeals to me most about Lawrence's book is the strong marketing focus - I teach marketing students not advertising students so have been wanting a text that focuses on aspects marketers want to know about! The thinking questions are also excellent and I will be using those to help me put the assignments together.' Kate Jones, Auckland University of Technology 'Highlights of the book include its engaging writing style and its judicious use of evidence to support theories and claims. Its length is suitable for teaching needs, and I will be recommending it to colleagues.' Robert East, Kingston Business School, Kingston University LondonMore details
Language
English
Place of publication
Cambridge
United Kingdom
Target group
College/higher education
Professional and scholarly
Illustrations
70 Halftones, color; 95 Line drawings, color
File size
36,07 MB
ISBN-13
978-1-107-59771-6 (9781107597716)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Lawrence Ang
Principles of Integrated Marketing Communications
A Focus on New Technologies and Advanced Theories
Book
01/2014
Cambridge University Press
€110.18
Article exhausted; check for reprint
Person
Lawrence Ang is Associate Professor in Marketing at Macquarie University, Australia. Prior to joining the Department of Marketing and Management in June 2007, Lawrence was a faculty member at the Macquarie Graduate School of Management (MGSM); and before that, he worked for many years as a senior marketing research consultant and manager.
Content
1. Communications barriers and planning the Integrated Marketing Communications (IMC); 2. Principles of generating insights; 3. Principles of brand positioning; 4. Principles of media planning and budgeting in advertising; 5. Traditional and digital media; 6. Principles of advertising creativity; 7. Planning and executing the creative appeal; 8. Principles of social influence; 9. Principles of using public relations, corporate reputation and sponsorship; 10. Principles of influence in personal selling; 11. Principles of direct marketing and sales promotion; 12. Principles of advertising: pretesting and campaign tracking; 13. An integrative review.
