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Principles of Integrated Marketing Communications : A Focus on New Technologies and Advanced Theories - Lawrence Ang

Principles of Integrated Marketing Communications

A Focus on New Technologies and Advanced Theories

Paperback Published: 2nd January 2014
ISBN: 9781107649187
Number Of Pages: 400

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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.

Industry Reviews

'Highlights of the book include its engaging writing style and its judicious use of evidence to support theories and claims. Its length is suitable for teaching needs, and I will be recommending it to colleagues.' Robert East, Kingston Business School, Kingston University London

1. Communications barriers and planning the Integrated Marketing Communications (IMC); 2. Principles of generating insights; 3. Principles of brand positioning; 4. Principles of media planning and budgeting in advertising; 5. Traditional and digital media; 6. Principles of advertising creativity; 7. Planning and executing the creative appeal; 8. Principles of social influence; 9. Principles of using public relations, corporate reputation and sponsorship; 10. Principles of influence in personal selling; 11. Principles of direct marketing and sales promotion; 12. Principles of advertising pretesting and campaign tracking; 13. An integrative review.

ISBN: 9781107649187
ISBN-10: 1107649188
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 400
Published: 2nd January 2014
Publisher: CAMBRIDGE UNIV PR
Country of Publication: GB
Dimensions (cm): 24.7 x 17.4  x 2.032
Weight (kg): 0.885

Earn 208 Qantas Points
on this Book