Synopsis
Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.
Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.
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About the Author
Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University
Peter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore
Dr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders University
May O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, Singapore
Dr. Wonsun Shin - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne
Hyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore
"About this title" may belong to another edition of this title.
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Integrated Marketing Communication: A balanced approach
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Integrated Marketing Communication (Paperback)
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Oxford University Press Australia, Melbourne, 2019
ISBN 10: 0195596714
ISBN 13: 9780195596717
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Paperback. Condition: new. Paperback. Integrated Marketing Communication: A Balanced Approach is your guide to integrated marketing communication (IMC), introducing you to the principles that underpin its practice. This text considers the different theories of how IMC works, taking the empirical evidence available into account, and illustrating its real-world application with relevant industry examples. With expert commentary supported by contemporary case studies, this text explores communication theory, strategy and planning, and develops your understanding of consumer behaviour. Equipped with this knowledge, you will learn how you can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers. KEY FEATURESCritically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertisingFocuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understandingPractitioner profiles provide career and industry insightsCase studies and IMC in Action boxes provide real-world examplesSuggested readings and key terms throughout support further learning. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780195596717
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Integrated Marketing Communication
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Integrated Marketing Communication: A balanced approach (eng)
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Integrated Marketing Communication (Paperback)
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ISBN 10: 0195596714
ISBN 13: 9780195596717
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Paperback. Condition: new. Paperback. Integrated Marketing Communication: A Balanced Approach is your guide to integrated marketing communication (IMC), introducing you to the principles that underpin its practice. This text considers the different theories of how IMC works, taking the empirical evidence available into account, and illustrating its real-world application with relevant industry examples. With expert commentary supported by contemporary case studies, this text explores communication theory, strategy and planning, and develops your understanding of consumer behaviour. Equipped with this knowledge, you will learn how you can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers. KEY FEATURESCritically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertisingFocuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understandingPractitioner profiles provide career and industry insightsCase studies and IMC in Action boxes provide real-world examplesSuggested readings and key terms throughout support further learning. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Seller Inventory # 9780195596717
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