| Description |
ix, 386 pages : illustrations ; 24 cm |
| Series |
Advertising and consumer psychology |
|
Advertising and consumer psychology.
|
| Contents |
Introduction / Esther Thorson and Jeri Moore -- 1. The Concept, Process, and Evolution of Integrated Marketing Communication / Tom Duncan and Clarke Caywood -- 2. How Leading Advertising Agency Media Directors View Integrated Communication: A Qualitative Study of Integrated Communications and the Media Planning Process / Carla V. Lloyd -- 3. The Vulnerability of Integrated Marketing Communication: The Potential for Boomerang Effects / David W. Schumann, Barbara Dyer and Ed Petkus, Jr. -- 4. Consumption Constellations: Implications for Integrated Communication Strategies / Michael R. Solomon and Basil G. Englis -- 5. Integrated Communication: The Company "Voice" and the Advertising Persona / Barbara Stern -- 6. Brand Equity and Integrated Communication / Kevin Lane Keller -- 7. Strategic Planning for Integrated Marketing Communications Programs: An Approach to Moving From Chaotic Toward Systematic / Jeri Moore and Esther Thorson -- 8. Integrated Marketing Communication: Examining Planning and Executional Considerations / Lisa A. Petrison and Paul Wang -- 9. Integrated Marketing Communication: An Organizational Perspective / David Prensky, John A. McCarty and James Lucas -- 10. Integrated Channel Management: Merging the Communication and Distribution Functions of the Firm / David W. Stewart, Gary L. Frazier and Ingrid Martin -- 11. Integrated Communication: Some Hidden Complications / John Philip Jones -- 12. Integrated Marketing Communication in a Public Service Context: The Indiana Middle Grades Reading Program / Diana L. Haytko -- 13. Features of Good Integration: Two Cases and Some Generalizations / John Deighton -- 14. In Search of the Holy Grail: First Steps in Measuring Total Exposures of an Integrated Communications Program / Helen Katz and Jacques Lendrevie -- 15. Integrated Communication and Measurement: The Case for Multiple Measures / Allan L. Baldinger -- 16. Integrating Marketing Communication and Public Relations: A Stakeholder Relations Model / Anders Gronstedt -- 17. Product Publicity: An Orphan of Marketing Research / Kirk Hallahan -- 18. The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda / Sandra E. Moriarty -- 19. Some General Observations About Research on Integrated Marketing Communications / Richard J. Lutz |
| Summary |
"This book presents some of the latest and best thinking on the advantages and challenges of integrated marketing communication. Marketers who read this book will find new ways to think about their day-to-day decisions. They will find strategic and tactical advice, new views of basic marketing relationships, and innovative answers to familiar questions. Marketing professors who read this book will find examples that can make them better teachers. They will find interesting, interactive cases, and front-line perspectives that will prepare their students to confront the integrated future. Marketing researchers who read this book will find concepts and methods that can make their work more valid. The core concept says that the main effects of real-world communication programs are not necessarily the "main effects" researchers measure in traditional surveys and experiments. Instead, in many real communication situations, the main effects are interactions. Serious attention to the consequences of that core concept would lead to more realistic research designs and thus to more credible research answers."--BOOK JACKET |
| Notes |
Papers presented at the 11th Advertising and Consumer Psychology Conference held at DDB Needham Worldwide, Chicago, Ill., 1992 |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Communication in marketing -- Congresses.
|
|
Marketing -- Management -- Congresses.
|
| Genre/Form |
Conference papers and proceedings.
|
| Author |
Moore, Jeri.
|
|
Thorson, Esther.
|
|
Conference on Advertising and Consumer Psychology (11th : 1992 : Chicago, Ill.)
|
| LC no. |
95019673 |
| ISBN |
0805813918 (alk. paper) |
|
