Integrated Marketing Communication: A balanced approach [Paperback]

Integrated Marketing Communicationintroduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.

Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection,Integrated Marketing Communicationcritically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.

1. Introduction and Communication Theories
2. Marketing Communications and Consumer Behaviour
3. Marketing Communications Strategy and Planning
4. Marketing Communications Positioning Objectives
5. Promotions Mix 1: Advertising
6. Promotions Mix 2:Public Relations
7. Promotions Mix 3: Direct Marketing
8. Promotions Mix 4: Sales Promotions
9. Promotions Mix 5: Electronic and Social Media
10. Media
11.Responsible Marketing Communication
Glossary

Maxwell Winchester,Senior Lecturer, Victoria University,Peter Ling,Associate Professor, RMIT University,Lara Stocchi,Senior Lecturer, Flinders University,May Oo.Lwin,Professor and Associate Dean, Nanyang Technological University,Wonsun Shin,Senior Lecturer, University of Melbourne,Hyunjin Kang,Assistant Professor, Nanyang Technological University

Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University

Peter Ling - Associate Professor, School of Media and Communication, RMIT University

Dr. Lara Stocchi - Senior Lecturer in Marketing and Research Section Head, Business, Economics and Industry, Flinders UnilÃã