Marketing Communication

Author : Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Publisher : Routledge
Page : 445 pages
File Size : 49,6 Mb
Release : 2014-08-27
Category : Business & Economics
ISBN : 9781317697756

Get Book

Marketing Communications by Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd Pdf

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.

Author : Richard J. Varey
Publisher : Psychology Press
Page : 420 pages
File Size : 43,7 Mb
Release : 2002
Category : Business & Economics
ISBN : 0415230403

Get Book

Marketing Communication by Richard J. Varey Pdf

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 : Anonim
Publisher : Pearson South Africa
Page : 148 pages
File Size : 48,9 Mb
Release : 2007
Category : Communication in marketing
ISBN : 1868917401

Get Book

FCS marketing communication L2 by Anonim Pdf

Author : Karien Gerber
Publisher : Pearson South Africa
Page : 418 pages
File Size : 52,6 Mb
Release : 2008
Category : Communication in marketing
ISBN : 1770250573

Get Book

FCS Marketing Communication L3 by Karien Gerber Pdf

Author : Sukki Yoon,Yung Kyun Choi,Charles R. Taylor
Publisher : Routledge
Page : 252 pages
File Size : 54,5 Mb
Release : 2021-05-30
Category : Business & Economics
ISBN : 9781000394207

Get Book

Leveraged Marketing Communications by Sukki Yoon,Yung Kyun Choi,Charles R. Taylor Pdf

This comprehensive book features recent works on leveraged marketing communications (LMC)—an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.

Author : Jeanne M. Persuit,Christina L. McDowell Marinchak
Publisher : Lexington Books
Page : 199 pages
File Size : 43,8 Mb
Release : 2016-09-22
Category : Language Arts & Disciplines
ISBN : 9781498540032

Get Book

Integrated Marketing Communication by Jeanne M. Persuit,Christina L. McDowell Marinchak Pdf

Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.

Author : Chris Fill,Sarah Turnbull
Publisher : Pearson UK
Page : 1019 pages
File Size : 52,8 Mb
Release : 2019
Category : Branding (Marketing)
ISBN : 9781292235004

Get Book

Marketing Communications by Chris Fill,Sarah Turnbull Pdf

The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields. The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.

Author : PR Smith,Ze Zook
Publisher : Kogan Page Publishers
Page : 673 pages
File Size : 54,5 Mb
Release : 2019-12-03
Category : Business & Economics
ISBN : 9780749498658

Get Book

Marketing Communications by PR Smith,Ze Zook Pdf

"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.

Author : Seni Soniansih
Publisher : BookRix
Page : 125 pages
File Size : 43,8 Mb
Release : 2021-07-04
Category : Business & Economics
ISBN : 9783748787327

Get Book

Marketing Communication by Seni Soniansih Pdf

This book is the result of my learning as a writer. This book is written with love for students and business practitioners, especially young people. Based on a considerable love for education. This book comes in the form of the transfer of knowledge and experience to young people, especially students. And of course, this book was written with deep and pure love. This book discusses 4 important chapters in communication marketing, namely: Chapter 1. Introduction Chapter 2. Organizational Communication Chapter 3. Marketing Scope Chapter 4. Marketing Communication Strategy Chapter 1 introduces what is communication, marketing, and marketing communication. Chapter 2 focuses more on the communication model and understanding of communication. Chapter 3 focuses on understanding marketing and chapter 4. discusses what is a communication strategy and strategy. I hope that this book will be of benefit to readers.

Author : Allan J. Kimmel
Publisher : OUP Oxford
Page : 320 pages
File Size : 50,6 Mb
Release : 2005-11-17
Category : Business & Economics
ISBN : 9780191557132

Get Book

Marketing Communication by Allan J. Kimmel Pdf

Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.

Author : Jerry Kliatchko
Publisher : Cambridge Scholars Publishing
Page : 135 pages
File Size : 51,6 Mb
Release : 2019-10-29
Category : Social Science
ISBN : 9781527542396

Get Book

Integrated Marketing Communication by Jerry Kliatchko Pdf

This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.

Author : Robyn Blakeman
Publisher : Rowman & Littlefield
Page : 368 pages
File Size : 45,8 Mb
Release : 2018-02-01
Category : Business & Economics
ISBN : 9781538101063

Get Book

Integrated Marketing Communication by Robyn Blakeman Pdf

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 : Dr. Ashish Kumar Saxena
Publisher : Shanti Publication
Page : 176 pages
File Size : 40,9 Mb
Release : 2020-08-05
Category : Business & Economics
ISBN : 8210379456XXX

Get Book

Consumer Behaviour & Marketing Communication (for MBA) by Dr. Ashish Kumar Saxena Pdf

According to the Latest Syllabus of Dr. A.P.J. Abdul Kalam Technical University, Lucknow (U.P.) Including Long Answer Type Questions Including Short Answer Type Questions Including Case Studies Including Last Year Unsolved Papers

Author : Rainer Busch,Margarete Seidenspinner,Fritz Unger
Publisher : Springer Science & Business Media
Page : 266 pages
File Size : 46,8 Mb
Release : 2006-11-23
Category : Business & Economics
ISBN : 9783540373230

Get Book

Marketing Communication Policies by Rainer Busch,Margarete Seidenspinner,Fritz Unger Pdf

By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.

Author : Jerome M. Juska
Publisher : Routledge
Page : 289 pages
File Size : 45,9 Mb
Release : 2021-11-29
Category : Business & Economics
ISBN : 9781000485684

Get Book

Integrated Marketing Communication by Jerome M. Juska Pdf

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.