| Description |
1 online resource (504 pages) |
| Contents |
Prelims; Half-Title; Dedication Page; Title Page; Copyright Page; Brief Contents; Contents; Preface; Resources Guide; Acknowledgements; About the authors; Part 01: Integrated marketing communications -- a conceptual framework; Chapter 01: Integrated marketing communications and brand equity enhancement; IMC challenge; Building a brand's value; Introduction; The nature of marketing communications; The marketing communications mix; Marketing communications at the brand level; The foundations of integrated marketing communications; A definition of IMC; Key features of IMC; Asia-Pacific focus |
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Creating a Pepsi commercial in ChinaChanges in marketing communication practices; Ethics in IMC; Agency code of ethics; The marketing communications process; Making brand-level marketing communications decisions; Fundamental marketing communication decisions; Marketing communication implementation decisions; IMC in action; How social media can influence a marketing campaign; Marketing communication outcomes; Program evaluation; The concept of brand equity; Brand awareness; Brand image; Brand equity; Co-branding and world-class brands; Characteristics of world-class brands; Summary |
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Answering the challengeDiscussion questions; Digital activities; Endnotes; Chapter 02: The communication process; IMC challenge; Creating brands you can trust; Introduction; The communication process; Elements in the communication process; Global focus; Cultural differences in communication: High- versus low-context cultures; IMC in action; Neural candy; A communication process for the 21st century; Collaborative co-creation communication; Marketing communications and meaning; The nature of signs; The meaning of meaning; Meaning transfer: From culture to object to consumer |
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The use of symbols and figurative language in marketing communicationsGlobal focus; What meaning we derive from The Internship; Summary of meaning within marketing communications; Behavioural foundations of marketing communications; IMC in action; Doctor Who Day -- A love letter to fans; The consumer processing model; Ethics in IMC; Telling the truth in marketing communications; The hedonic, experiential model; Summary; Answering the challenge; Discussion questions; Digital activities; Endnotes; Chapter 03: Persuasion in marketing communications; IMC challenge |
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Persuading young adults to visit AustraliaIntroduction; The nature and role of attitudes; The tri-component model of attitudes; Hierarchies of effects; Persuasion in marketing communications; Multiple forms of persuasion; The influence process: The person being persuaded; Message arguments; Peripheral cues; Receiver involvement; The receiver's initial response; An integrated model of persuasion; The central route; The peripheral route; Dual routes; Practical implications: Enhancing consumers' processing of motivation, opportunity and ability; Enhancing motivation to attend to messages |
| Summary |
Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 4th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up to date theories and practice, the text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketin |
| Notes |
Asia-Pacific focus |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Communication in marketing.
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Sales promotion.
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Communication in marketing.
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Sales promotion.
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| Form |
Electronic book
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| Author |
Luck, Edwina
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Barker, Nigel
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Valos, Michael
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Shimp, Terence A
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Andrews, J. Craig
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| ISBN |
9780170270854 |
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0170270858 |
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