Marketing
Principles of Integrated Marketing Communications An Evidence-based Approach Second edition
PRINCIPLES OF INTEGRATED MARKETING COMMUNICATIONS
Available Now 2021, 279 x 216 mm, 476 pp 9781108703116 | Paperback (also available as an eBook)
SECOND EDITION
PRINCIPLES OF INTEGRATED MARKETING COMMUNICATIONS
ANG
Lawrence Ang, Macquarie University
AN EVIDENCE-BASED APPROACH SECOND EDITION
LAWRENCE ANG
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. •
Short, clear and engaging with an array of Australian, Asian and European case studies
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Coherent framework with emphasis on solving business issues using IMC
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Research-based providing a step-by-step guide on how to develop an effective IMC plan
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Uses various research techniques to uncover consumer insights, how to create social influence using social media and how to use neuro-marketing to pre-test ads
Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.
Integrated marketing communications and its synergistic effects Uncovering insights Brand Positioning Media planning for growth Integrating digital and non-digital channels Advertising creativity Planning and executing the creative appeal Social influence and social media Public relations, corporate reputation, sponsorship, native advertising and content marketing Influence, tactics and integration in personal selling Direct response marketing and sales promotion integration Advertising testing, campaign tracking and synergistic effects Integrative review, IMC implementations and marketing technologies.
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