Lawrence Ang

Principles of Integrated Marketing Communications (eBook, ePUB)

An Evidence-based Approach

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: Cambridge University Press
• Erscheinungstermin: 23. Februar 2021
• Englisch
• ISBN-13: 9781108571517
• Artikelnr.: 62736975

Autorenporträt

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. His current areas of research are competencies in customer relationship management, complaints handling, attention and creativity in advertising, neuromarketing and non-conscious effects of marketing stimuli, consumption and loyalty, social comparison, brand misconduct and product recall, brand valuation, personality and celebrity endorsement, materialism. Lawrence teaches in the area of marketing management, advertising and marketing research at undergraduate and postgraduate levels in Australia and overseas. He also contributes to executive training for various organisations. He consults in the area of advertising effectiveness and branding for various industries: fast-moving consumer goods, pharmaceuticals, telecommunications and finance.

Inhaltsangabe

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.