Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 4th 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, the 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. A wide range of local and global examples include: Spotify, Pandora, Coca-Cola, Pepsi, Woolworths, Nike, KFC, Victoria Bitter, Tigerair and Air New Zealand. Each new copy of the text also offers 12 month access to wealth of student on-line revision and learning tools: CourseMate Express + Search me! marketing. Unique to the text is a series of end of chapter local videos showing students how key objectives in IMC theory are applied by real businesses.
Focus on the digital and interactive media channels
Conceptual Framework at the start of each Part helps students navigate the IMC process and highlights the upcoming material.
A wealth of updated examples from local and global businesses that will resonant with your students: Spotify, Pandora, Coca-Cola, Pepsi, Woolworths, Nike, KFC, Victoria Bitter, Tigerair and Air New Zealand.
10 new end of Part cases link topics from each chapter within the Part. Elements such as core issues, challenges , campaign details , company drivers are outlined. Case questions help to further extend student application and understanding of the concepts.
2 sets of local videos to support learning and teaching. Students will have key objectives reinforced through end of chapter videos showing how real businesses apply IMC concepts day to day. Academics can use the 5 Part video to demonstrate how an IMC campaign is implement by a brand activation agency: Oxygen Interactive Marketing.
New to Edition
In-depth coverage of all aspects of digital and interactive marketing
10 new end of Part Cases
New 14 Chapter 5 Part structure to reflect the focus on digital and interactive marketing.
Local end of chapter videos for Students to reinforce key learning objectives refreshed
New local video series for Instructors with Oxygen Interactive Marketing showing how IMC campaigns are implemented in a real business
About the Authors
Bill Chitty was a lecturer in marketing at the Murdoch Business School. He taught, and had a research interest in, marketing communications and services marketing. He co-authored several refereed conference papers that were presented at various academic conferences in Australia and overseas, and research papers that have been published in the Journal of Marketing Communication, the Journal of Internet Business Studies, Marketing Intelligence and Planning and Psychology and Marketing. He has also co-authored two other marketing texts – Marketing 3 and Services Marketing. Prior to joining Murdoch University in 1992, Bill was employed as a marketing manager in the telecommunications industry responsible for the marketing of network products.
Dr. Edwina Luck is Senior Lecturer within The School of Advertising, Marketing and Public Relations at QUT’s Business School. She has taught for over 20 years within higher education. Her research specialist areas include Consumer Behaviour, IMC, Marketing Education, Virtual Social Networks, Not for Profit, Generation Y and is published in these areas. She has attended many international conferences, been interviewed in local and state media and her opinion is sought after in aspects of social media. She has participated in expert panels, and been a keynote speaker at conferences, speaking on the topic of social media. Edwina has won two coveted QUT Vice Chancellor’s Awards for Excellence in Teaching, Innovation and Partnerships.
Dr. Nigel Barker is Adjunct Lecturer for The University of Adelaide and the Adelaide Graduate School of Business, and regularly lectures for various graduate schools and universities throughout Australia and overseas. Nigel has taught a wide range of subjects including, Strategic Marketing, International Marketing, Consumer Behaviour, Marketing Communications and Brand Management. Following his move from the UK in 1997 where Nigel held a range of marketing positions, he gained his Masters in Marketing from Charles Sturt University. Nigel now focuses most of his attention on academic lecturing and undertakes many classes for both The University of Adelaide and AGSB. Nigel also runs his own marketing consultancy and has undertaken projects for a range of Adelaide based organisations, as well as for various government institutions in conjunction with his lecturing commitments.
Dr Michael Valos is Senior Lecturer in Marketing at Deakin University, Melbourne, where he teaches Promotional Strategy and Online Marketing. His research interests include digital marketing, multi-channel marketing and health promotion. Prior to becoming an academic he was a marketing executive in the telecommunications sector in the areas of product management, business planning and marketing communications. He was top student in the Monash University Master of Marketing Program in 1995. He regularly writes and is quoted in Marketing Magazine. He has won an outstanding paper award from Emerald Publishing for the Marketing Intelligence and Planning journal and has forthcoming papers in the Journal of Marketing Management and the Journal of Strategic Marketing.
Terence A. Shimp
Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.
J. Craig Andrews
J. Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing at Marquette University, where he has been a faculty member for 32 years. Dr. Andrews recently served as a Social Scientist (Center for Tobacco Products), Senior Scholar (Center for Food Safety and Applied Nutrition), and on the Risk Communication Advisory Committee with U.S. Food & Drug Administration in Washington, DC. Dr. Andrews also has been responsible for ad copy testing efforts on the Behavior Change Expert Panel for the National Youth Anti-Drug Media Campaign, working with Ogilvy & Mather and FCB ad agencies in New York, NY. He also has been Editor of the Journal of Public Policy & Marketing, for which he earned honors as Reviewer of the Year three times and twice won the Kinnear/JPPM Award for article of the year. Dr. Andrews also served as a Consumer Research Specialist in the Division of Advertising Practices with the Federal Trade Commission in Washington, DC, earning the FTC’s Award for Meritorious Service. Through the Advertising Education Foundation, he has held visiting professor positions with Coca-Cola Foods in Houston and with the Fitzgerald & Co. advertising agency in Atlanta. His work has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of International Business Studies, Journal of Retailing, Tobacco Control and the American Journal of Public Health, among others. Dr. Andrews received his Ph.D. in Marketing from the University of South Carolina.
Table of Contents
Part 1: Integrated marketing communications – a conceptual framework
1. Integrated marketing communications and brand equity enhancement
2. The communication process
3. Persuasion in marketing communications
4. Market segmentation and brand positioning
Part 2: Managing integrated marketing communications
5. Advertising and digital marketing communications
6. Planning and implementation
Part 3: Media channels
7. Broadcast media
8. Print and support media
9. Media analysis
Part 4: Supporting elements of integrated marketing communications
10. Direct marketing and sales promotion
11. Digital marketing
12. Personal selling
13. Marketing public relations and sponsorship marketing
Part 5: Evaluating integrated marketing communications
14. Evaluating integrated marketing communication effectiveness