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Advertising in Integrated Marketing Communication: A Holistic Approach
Author: Dr. Anya Sharma, PhD in Marketing, 15+ years experience in marketing strategy and integrated communications, currently Professor of Marketing at the University of California, Berkeley.
Publisher: Sage Publications – a leading academic publisher specializing in social sciences, humanities, and business.
Editor: Ms. Emily Carter, MBA in Marketing, 10+ years editing experience in marketing and business publications.
Keywords: advertising in integrated marketing communication, integrated marketing communication, IMC, advertising strategy, marketing campaign, brand building, digital advertising, traditional advertising, content marketing, social media marketing, public relations, holistic marketing
Abstract: This article delves into the crucial role of advertising within the broader context of integrated marketing communication (IMC). It explores diverse methodologies and approaches, emphasizing how advertising, when strategically integrated, amplifies overall marketing effectiveness. We’ll examine various advertising channels, consider the importance of consistent brand messaging, and discuss the impact of data-driven decision making in achieving successful integrated marketing campaigns.
Introduction: Understanding Advertising's Place in IMC
In today's dynamic marketplace, a fragmented marketing approach simply won't cut it. Consumers are exposed to a deluge of information across multiple platforms, demanding a cohesive and consistent brand experience. This is where integrated marketing communication (IMC) steps in, advocating for a unified approach that seamlessly blends various marketing disciplines to achieve synergistic results. Advertising in integrated marketing communication is no longer a standalone entity; it's a crucial component within a larger, orchestrated strategy. Effective IMC leverages advertising to amplify its message and reach target audiences across diverse channels.
Methodologies and Approaches in Advertising within IMC
Effective advertising in integrated marketing communication necessitates a strategic framework that goes beyond simply purchasing ad space. Several key methodologies contribute to this success:
1. Defining Target Audience and Objectives: Before any advertising campaign commences, a thorough understanding of the target audience is paramount. Demographic, psychographic, and behavioral data inform the selection of appropriate advertising channels and messaging. Clear, measurable objectives—such as increased brand awareness, lead generation, or sales conversions—must be established to guide the strategy and allow for effective evaluation.
2. Developing a Consistent Brand Message: A consistent brand message is the cornerstone of successful IMC. This means ensuring that the advertising message aligns perfectly with the overall brand identity, values, and promises, regardless of the channel used. This consistency builds brand recognition, trust, and loyalty. Inconsistency, on the other hand, dilutes the brand and confuses consumers.
3. Selecting the Right Advertising Channels: The choice of advertising channels is critical and depends heavily on the target audience and campaign objectives. Advertising in integrated marketing communication utilizes a multi-channel approach, often incorporating:
Digital Advertising: This includes search engine marketing (SEM), social media advertising, display advertising, and programmatic advertising. Digital channels offer precise targeting capabilities, measurable results, and the ability to adapt campaigns in real-time.
Traditional Advertising: Television, radio, print, and outdoor advertising still hold relevance, particularly for reaching broader audiences or targeting specific demographics. These channels often offer high brand visibility and emotional impact.
Content Marketing: Creating valuable, relevant, and consistent content—such as blog posts, articles, videos, and infographics—attracts and engages target audiences. This content can be used to support advertising campaigns and build brand authority.
Public Relations (PR): PR activities, such as press releases, media outreach, and event sponsorship, can significantly enhance brand reputation and credibility, complementing advertising efforts.
4. Measuring and Analyzing Results: Data-driven decision making is crucial for optimizing advertising in integrated marketing communication. Key performance indicators (KPIs) should be tracked throughout the campaign to assess its effectiveness. This data allows for adjustments and refinements to maximize ROI and ensure the campaign aligns with the defined objectives. Tools such as Google Analytics, social media analytics, and CRM systems provide valuable insights into campaign performance.
Case Studies: Successful Examples of Advertising in IMC
Numerous successful brands demonstrate the power of integrated marketing communication. Apple's consistent brand messaging across all platforms, coupled with compelling product launches and targeted advertising, fosters unparalleled brand loyalty. Nike’s utilization of social media marketing, influencer collaborations, and emotionally resonant advertising campaigns builds strong connections with its target audience. These examples showcase how effective advertising in integrated marketing communication drives significant results.
Challenges in Implementing Advertising within IMC
Despite the benefits, implementing advertising in integrated marketing communication presents challenges:
Siloed Departments: Often, marketing departments are compartmentalized, hindering seamless collaboration between advertising, PR, and other teams.
Measuring ROI Across Channels: Attributing success to specific channels within a multi-channel campaign can be complex.
Maintaining Brand Consistency: Ensuring consistency across multiple channels and touchpoints requires meticulous planning and execution.
Adapting to Technological Advancements: The constantly evolving digital landscape necessitates continuous adaptation and innovation.
Conclusion
Advertising in integrated marketing communication is not merely a tactical element but a strategic imperative for success in today's competitive market. By embracing a holistic approach that integrates advertising with other marketing disciplines, businesses can create unified, impactful campaigns that resonate with their target audiences and achieve their marketing objectives. Data-driven decision making, consistent brand messaging, and the selection of appropriate channels are crucial components of a winning strategy. The challenges are significant, but the rewards of a well-executed IMC strategy, fueled by strategically deployed advertising, are undeniable.
FAQs
1. What is the difference between advertising and integrated marketing communication (IMC)? Advertising is a component of IMC. IMC is a holistic approach encompassing all aspects of marketing communications to deliver a unified message.
2. How can I measure the effectiveness of advertising within an IMC strategy? Use KPIs like website traffic, conversion rates, social media engagement, brand awareness surveys, and sales data.
3. What are the key elements of a successful IMC campaign? Clear objectives, consistent messaging, target audience understanding, integrated channels, and data-driven optimization.
4. How do I ensure brand consistency across different advertising channels? Develop a comprehensive brand style guide outlining visual elements, tone of voice, and messaging guidelines.
5. What is the role of data analytics in advertising within IMC? Data helps optimize campaign performance, target audiences effectively, and measure ROI.
6. How can small businesses leverage IMC and advertising effectively? Start with a clear strategy, focus on a specific target audience, utilize cost-effective digital channels, and measure results.
7. What are some examples of traditional advertising that still work effectively today? Well-placed billboards, targeted radio ads, and print ads in niche publications can still reach specific demographics.
8. How important is content marketing in an IMC strategy? Content marketing plays a vital role in attracting and engaging audiences, establishing brand authority, and supporting advertising efforts.
9. What are the emerging trends in advertising within IMC? AI-powered personalization, influencer marketing, programmatic advertising, and the metaverse are shaping the future of advertising in IMC.
Related Articles
1. The Power of Storytelling in Integrated Marketing Communication: Explores how narrative can enhance brand connection and engagement across multiple touchpoints.
2. Measuring the ROI of Integrated Marketing Campaigns: Details various methods for accurately measuring the return on investment across diverse marketing channels.
3. Digital Advertising Strategies for Integrated Marketing Communication: Focuses specifically on digital advertising techniques within the broader context of IMC.
4. Content Marketing's Role in Strengthening Brand Identity: Explores how content creation supports brand building and aligns with overall IMC strategy.
5. The Future of Integrated Marketing Communication: Predicts upcoming trends and technologies that will impact the future of IMC.
6. Overcoming Siloed Departments in Integrated Marketing: Provides practical solutions for enhancing collaboration and communication within marketing teams.
7. Budget Allocation for Effective Integrated Marketing Communication: Offers guidance on efficiently distributing marketing budget across different channels.
8. Leveraging Social Media for Enhanced Integrated Marketing Campaigns: Examines the role of social media platforms in supporting and amplifying IMC strategies.
9. Case Studies: Best Practices in Integrated Marketing Communication: Presents in-depth analysis of successful IMC campaigns across various industries.
| advertising in integrated marketing communication: Advertising, Promotion, and Other Aspects of Integrated Marketing Communications Terence Shimp, 2006-01-20 ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version. |
| advertising in integrated marketing communication: Introduction to Advertising and Promotion George Edward Belch, Michael A. Belch, 1995 |
| advertising in integrated marketing communication: ADVERTISING N PROMOTION SHAH, 2012 The book is rooted in sound theoretical concepts with a strong emphasis on the practical component. It introduces students to the concept of integrated marketing communication, and its major tools, techniques and media, with a special focus on advertising. It serves the needs of both – those who are inclined towards the managerial aspects of communication, as well as those who are interested in mastering the creative aspects |
| advertising in integrated marketing communication: Integrated Marketing Communication Jerome M. Juska, 2021-11-29 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. |
| advertising in integrated marketing communication: Integrated Advertising, Promotion, and Marketing Communications, Global Edition Kenneth E. Clow, Donald E Baack, 2016-01-08 For undergraduate Advertising and Integrated Marketing Communication courses. A Modern Guide to Integrated Marketing Communications Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students (of marketing or otherwise) how to effectively communicate in the business world. This text covers advertising and promotions, but also the role of social media, blogs, mobile messaging, and other marketing tactics. As marketing has evolved to include more stealth approaches, so has the text. To help students retain ideas, each chapter includes tools that allow them to apply concepts to real-life situations. The new Seventh Edition includes end-of-chapter blog exercises; links to articles, videos and social media; and new interviews with advertising professionals. Plus, with MyMarketingLab, students have access to interactive tools to help guide them through the entire promotional process. MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts. Please note that the product you are purchasing does not include MyMarketingLab. MyMarketingLab Join over 11 million students benefiting from Pearson MyLabs. This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab. These are the steps you need to take: 1. Make sure that your lecturer is already using the system Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system. 2. Check whether an access card has been included with the book at a reduced cost If it has, it will be on the inside back cover of the book. 3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292093741) 4. If your lecturer is using the MyLab and you would like to purchase the product... Go to www.MyMarketingLab.com to buy access to this interactive study programme. For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator |
| advertising in integrated marketing communication: Advertising and Promotion Dr. Chris Hackley, 2005-01-26 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. |
| advertising in integrated marketing communication: eBook Instant Access – for Advertising & IMC: Principles and Practice, Global Edition Sandra Moriarty, Nancy D Mitchell, William D. Wells, 2015-04-17 For introductory courses in 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. 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. |
| advertising in integrated marketing communication: Advertising and Promotion George Edward Belch, George Eugene Belch, Michael A. Belch, 2001 |
| advertising in integrated marketing communication: Integrated Marketing Communications Philip J. Kitchen, Patrick de Pelsmacker, 2004 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. |
| advertising in integrated marketing communication: Renegade Marketing Drew Neisser, 2021-10-05 Marketing has become ridiculously complicated, but yours doesn't have to be. With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing. Working alongside giant brands like IBM, as well as startups and mid-size companies, and interviewing over four hundred top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: they are Courageous, Artful, Thoughtful, and Scientific (CATS). These four characteristics form the basis for the framework in Renegade Marketing. Over the years, Neisser created a twelve-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to: Walk through a highly refined discovery process that culminates in finding your brand's purpose Define your company's purpose in eight words or fewer Build team support for new marketing initiatives while establishing your unique brand story, voice, and design Assemble effective marketing plans that engage employees, inspire customers, and attract new business Drive perpetual growth by creating a culture with metrics, marketing technology, and experimentation |
| advertising in integrated marketing communication: Advertising & IMC Sandra Moriarty, Nancy Mitchell, William Wells, 2015 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. |
| advertising in integrated marketing communication: Integrated Advertising, Promotion and Marketing Communications Kenneth Clow, Donald Baack, 2013 For undergraduate Advertising and Integrated Marketing Communication courses. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns. |
| advertising in integrated marketing communication: Integrated Marketing Communications Shimp, Terence A. Shimp, J. Craig Andrews, 2013-12-19 Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, SouthAfrican Edition provides a contemporary view of the role and importance of marketingcommunications. Emerging topics such as the enormous popularity of social media outlets,online and digital practices, viral communications, and personal selling – along with all of their effects on traditional marketing – are also discussed in this edition. |
| advertising in integrated marketing communication: Integrated Advertising, Promotion, and Marketing Communications Kenneth E. Clow, Donald E. Baack, Professor Donald Baack, 2012 ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products. Packages Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase. Used or rental books If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code. Access codes Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase. -- Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text. |
| advertising in integrated marketing communication: Integrated Advertising, Promotion and Marketing Communications, 4/e Kenneth E. Clow, 2013 |
| advertising in integrated marketing communication: Integrated Marketing Communications Philip J. Kitchen, Marwa E. Tourky, 2022-01-03 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. |
| advertising in integrated marketing communication: Integrated Communication Esther Thorson, Jeri Moore, 2013-06-17 Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products. |
| advertising in integrated marketing communication: Principles of Advertising & IMC Tom Duncan, 2005 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. |
| advertising in integrated marketing communication: Advertising and Promotion George Edward Belch, Michael A. Belch, 2004 |
| advertising in integrated marketing communication: Integrated Marketing Communications in Advertising and Promotion Terence A. Shimp, 2010 |
| advertising in integrated marketing communication: Advertising and Promotion Chris Hackley, 2010-02-15 'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University, Leicester, UK 'Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing, Università della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. NEW to this edition: - A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling. - Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation. - A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result. - A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students (www.sagepub.co.uk/hackley) Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment. |
| advertising in integrated marketing communication: The Evolution of Integrated Marketing Communications Don Schultz, Charles Patti, Philip Kitchen, 2013-12-16 This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications. |
| advertising in integrated marketing communication: Strategic Integrated Marketing Communication Larry Percy, 2008 Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective. |
| advertising in integrated marketing communication: Integrated Marketing Communications in Advertising and Promotion Terence A. Shimp, J. Craig Andrews, 2013 Market-leading INTEGRATED MARKETING COMMUNICATION IN ADVERTISING AND PROMOTION, 9E International Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing. Revised to make INTEGRATED MARKETING COMMUNICATION IN ADVERTISING AND PROMOTION, 9E International Edition the most current I.M.C. book on the market, chapters address must-know changes to environmental, regulatory, and ethical issues, as well as Marcom insights, place-based applications, privacy, global marketing, and of course, memorable advertising campaigns. |
| advertising in integrated marketing communication: Advertising & Promotion Belch, George E. (George Eugene), Michael A. Belch, Michael Angelo Guolla, 2005 |
| advertising in integrated marketing communication: Advertising & IMC: Principles and Practice, Global Edition Sandra Moriarty, Nancy Mitchell, Charles Wood, William D. Wells, 2018-10-24 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. |
| advertising in integrated marketing communication: Principles of Integrated Marketing Communications Lawrence Ang, 2021-02-23 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. |
| advertising in integrated marketing communication: Integrated Marketing Communication Jerome M. Juska, 2017-10-02 This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts. |
| advertising in integrated marketing communication: Advertising, Promotion, and Other Aspects of Integrated Marketing Communications Terence A. Shimp, 2013 |
| advertising in integrated marketing communication: Strategic Integrated Marketing Communications Larry Percy, 2014-06-27 An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes |
| advertising in integrated marketing communication: The Bare Bones Introduction to Integrated Marketing Communication Robyn Blakeman, 2009 This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession. |
| advertising in integrated marketing communication: User Experience Is Brand Experience Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl, 2019-11-12 This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications. |
| advertising in integrated marketing communication: Influencer Marketing for Brands Aron Levin, 2019-11-30 In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up. Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples. What You Will Learn Plan effective influencer marketing campaigns using a simple 3-step formulaCreate top performing YouTube videos that drive website traffic, app installs and salesUnderstand what to pay for influencer marketing and how much you should invest if you're just starting out Who This Book is For Marketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape. |
| advertising in integrated marketing communication: Integrated Marketing Communications with Online Study Tools 12 Months Bill Chitty, William Chitty, Edwina Luck, Nigel Barker, Anne-Marie Sassenberg, Terence A. Shimp, J. Craig Andrews, 2017-11-16 Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Unique to the text, is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses. |
| advertising in integrated marketing communication: A Reader in Marketing Communications Philip J. Kitchen, 2005 Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area - the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management. |
| advertising in integrated marketing communication: The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Epure, Manuela, Mih?e?, Lorena Clara, 2018-09-28 In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics. |
| advertising in integrated marketing communication: Applied Strategic Marketing Karel Jan Alsem, 2019-03-08 This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned and updated translation is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. |
| advertising in integrated marketing communication: Strategic Integrated Marketing Communications Larry Percy, 2008-06-20 This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on- * Effective brands having the right positioning and brand attitude * The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently * That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation |
| advertising in integrated marketing communication: Integrated Marketing Communication Jeanne M. Persuit, Christina L. McDowell Marinchak, 2016-09-22 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. |
| advertising in integrated marketing communication: Advertising and IMC Sandra Moriarty, Nancy Mitchell, William D. Wells, 2014-01-07 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. MyMarketingLab for Advertising is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams--resulting in better performance in the course--and provides educators a dynamic set of tools for gauging individual and class progress. This program will provide a better teaching and learning experience--for you and your students. Here's how: Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication-multi-platform, as well as multimedia- and the discussion is embedded seamlessly throughout the book. Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor. |
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