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Author : John H. Murphy,Isabella C. M. Cunningham,Liza S. Delewis
Publisher : Unknown
Page : 0 pages
File Size : 52,7 Mb
Release : 2011
Category : Advertising
ISBN : 0757577911
Integrated Brand Promotion Management: Text, Cases, and Exercises
Author : John H. Murphy,Liza S. Delewis
Publisher : Unknown
Page : 602 pages
File Size : 50,9 Mb
Release : 2019-09-30
Category : Electronic
ISBN : 1524992836
Author : O'guinn
Publisher : Unknown
Page : 648 pages
File Size : 41,7 Mb
Release : 2009
Category : Integrated Brand Promotion
ISBN : 8131509125
Author : Philip J. Kitchen,Marwa E. Tourky
Publisher : Springer Nature
Page : 379 pages
File Size : 53,5 Mb
Release : 2022-01-03
Category : Business & Economics
ISBN : 9783030764166
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
Author : Philip J. Kitchen,Patrick de Pelsmacker
Publisher : Psychology Press
Page : 216 pages
File Size : 51,5 Mb
Release : 2004
Category : Business & Economics
ISBN : 0415314208
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Author : Thomas C. O'Guinn,Chris T. Allen,Richard J. Semenik
Publisher : South Western Educational Publishing
Page : 824 pages
File Size : 54,7 Mb
Release : 2003
Category : Advertising
ISBN : CORNELL:31924089591717
Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising and Integrated Brand Promotion, 3e continues the tradition of providing students with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.
Author : Jerome M. Juska
Publisher : Routledge
Page : 289 pages
File Size : 49,6 Mb
Release : 2021-11-29
Category : Business & Economics
ISBN : 9781000485684
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.
Author : Dr. Brijesh Sivathanu
Publisher : Lulu.com
Page : 224 pages
File Size : 42,6 Mb
Release : 2014-06-24
Category : Business & Economics
ISBN : 9781312302525
Products are an important variable in the marketing mix. The mix of products offered by a company such as Heinz can be a firm's most important competitive tool. If a company's products do not meet customers 'desires and needs, the company will fail unless it makes adjustments. Developing successful products like Dell personal computers requires knowledge of fundamental product concepts.
Author : Thomas R. Duncan,Sandra Ernst Moriarty
Publisher : Irwin Professional Publishing
Page : 316 pages
File Size : 53,8 Mb
Release : 1997
Category : Business & Economics
ISBN : UOM:39076002126378
As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity.
Author : Thomas O'Guinn,Chris Allen,Angeline Close Scheinbaum,Richard J. Semenik
Publisher : Cengage Learning
Page : 448 pages
File Size : 54,8 Mb
Release : 2018-02-08
Category : Business & Economics
ISBN : 1337110213
Readers place themselves in the midst of the fast-paced world of advertising with O'Guinn/Allen/Semenik/Close Scheinbaum's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. Readers see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and graphic examples from today's most contemporary ads and exhibits. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book's focus on real advertising practice is reflected in content that follows the same process as an advertising agency. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Author : Larry Percy
Publisher : Taylor & Francis
Page : 306 pages
File Size : 44,9 Mb
Release : 2023-03-03
Category : Business & Economics
ISBN : 9781000842937
This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.
Author : Anonim
Publisher : Unknown
Page : 128 pages
File Size : 46,7 Mb
Release : 2024-07-01
Category : Electronic
ISBN : 1305104390
Author : Dr. Chris Hackley
Publisher : SAGE
Page : 273 pages
File Size : 45,9 Mb
Release : 2005-01-26
Category : Business & Economics
ISBN : 9781848600522
"A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.... He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. I read the book from cover to cover in one sitting." - INTERNATIONAL JOURNAL OF ADVERTISING "Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, this work not only explains how advertising is developed, but also presents the discipline in the wider context of socio-cultural and linguistic research. Working from a practical advertising management basis, the text raises some key issues for advertising as focus for academic and intellectual study." - Chris Blackburn, The Business School, Oxford Brookes University, formerly Account Director at Foote, Cone & Belding, Leagas Delaney and Boase Massimi Pollitt "Dr Hackley has an uncommon approach to advertising. His book combines the abstract theory of advertising and its effects with a hard-nosed practical approach. It is a guide to understanding and appreciating advertising and a way to understand how and why advertising works or why it does not. I think that this book is a fine text for students. Even more, it deserves to be read by advertising practitioners." - Arthur J. Kover, former editor of the Journal of Advertising Research, Management Fellow at the Yale School of Management Advertising and Promotion is not only a detailed and insightful account of how advertising is created; the book also explains how advertising comes to cast its all-enveloping shadow over contemporary consumer culture. Many case examples drawn from major international campaigns are used to illustrate the power of advertising to portray brand `personalities' in terms that resonate with consumers across many cultures. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment. Advertising and Promotion takes a novel intellectual approach and draws on concepts from the wider humanities and social sciences to cast fresh light on an over-familiar subject matter. It uniquely combines detailed case information, current research and lively topical issues to offer an authoritative and comprehensive account of advertising's pre-eminent role in contemporary marketing communications. It is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.
Author : Kwang-Yong Shin
Publisher : Springer Science & Business Media
Page : 150 pages
File Size : 52,6 Mb
Release : 2013-06-04
Category : Business & Economics
ISBN : 9783642380914
The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.
Author : Lawrence Ang
Publisher : Cambridge University Press
Page : 529 pages
File Size : 52,9 Mb
Release : 2021-02-23
Category : Business & Economics
ISBN : 9781108703116
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.