[PDF] Principles Of Integrated Marketing Communications eBook

Author : Lawrence Ang
Publisher : Cambridge University Press
Page : 529 pages
File Size : 45,35 MB
Release : 2021-02-23
Category : Business & Economics
ISBN : 1108571514

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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.

Author : Lawrence Ang
Publisher : Cambridge University Press
Page : 529 pages
File Size : 19,21 MB
Release : 2021-02-23
Category : Business & Economics
ISBN : 1108703119

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Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertising and personal selling.

Author : Lawrence Ang
Publisher : Cambridge University Press
Page : 415 pages
File Size : 16,43 MB
Release : 2014-01-02
Category : Business & Economics
ISBN : 110766408X

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Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: • Covers the latest concepts and tools in marketing and communications • Presents topics in light of their underlying theories and principles • Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at www.cambridge.edu.au/academic/imc.

Author : Hasrina Mustafa, Siti Aishah Chu Abdullah, Shuhaida Md Noor
Publisher : Penerbit USM
Page : 324 pages
File Size : 34,26 MB
Release : 2022-10-18
Category : Business & Economics
ISBN : 9674615334

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This book is written primarily as an introductory textbook aimed for both undergraduate and postgraduate students of all institutions of higher learning in the areas of marketing communication, advertising and promotion. It is packed with comprehensive discussion on the essential aspects of integrated marketing communication (IMC) covering on the topics on the conceptualisation, tools, process of implementation, related models and theories, and IMC's measurement of effect. Readers will also learn practical IMC experience through award winning case studies provided by member agencies of the Association of Accredited Advertising Agents Malaysia (4As) and other cutting-edge companies and brands such as Maxis, Malaysia Airports Holdings Berhad, KFC, Langkawi Development Authority, Universiti Sains Malaysia and Wipro Unza. For both students and practitioners in the areas of marketing communication, advertising and promotion, Principles of Integrated Marketing Communications: A Malaysia Casebook is an essential guide towards unified and seamless IMC experience.

Author : Lawrence Ang
Publisher : Cambridge University Press
Page : 415 pages
File Size : 21,45 MB
Release : 2014-01-02
Category : Business & Economics
ISBN : 1107649188

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Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques.

Author : Sandra Moriarty
Publisher : Pearson Higher Ed
Page : 666 pages
File Size : 24,98 MB
Release : 2018-10-24
Category : Business & Economics
ISBN : 1292262141

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The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. For courses in introductory advertising. Increase the relevancy and effectiveness of marketing communications Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications. And with a new author joining the team, the 11th Edition features a significant reorganisation and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together — ensuring students are prepared to deal with the latest industry practices in their future careers.

Author : Tom Duncan
Publisher : Irwin/McGraw-Hill
Page : 774 pages
File Size : 24,66 MB
Release : 2005
Category : Business & Economics
ISBN : 9780072537741

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Principles of Advertising and IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. Principles of Advertising and IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course.

Author : Richard J. Varey
Publisher : Psychology Press
Page : 418 pages
File Size : 13,51 MB
Release : 2002
Category : Business & Economics
ISBN : 041523039X

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Providing a fresh and innovative framework for the management of marketing communication processes, this textbook shifts the focus from message-making to relationship-building, focusing on a planned, integrated marketing communication programme.

Author : Robyn Blakeman
Publisher : Rowman & Littlefield
Page : 369 pages
File Size : 38,41 MB
Release : 2018-02-01
Category : Business & Economics
ISBN : 1538101068

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Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

Author : Sandra Ernst Moriarty
Publisher :
Page : 669 pages
File Size : 29,25 MB
Release : 2014-04-03
Category : Advertising
ISBN : 9781292017396

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For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.