Routledge, London, 2014
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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.
‘Marketing Communications contributes to a wider understanding of how digital and social media is now a crucial basis for any successful marketing plan. Students and industry professionals can benefit from the practical approach of the book, and it’s supporting real life industry case studies, while also facing the ethical issues that surround social media.’ – Jo Bates, Lecturer, University College Birmingham
‘This text is a truly holistic approach to marketing communications learning, with the provision of unique opportunities to implement the presented concepts and frameworks in practice.’ – Dr Natalia Yannopoulou, Senior Lecturer, Newcastle University Business School, UK
1. Marketing Communications as a Strategic Marketing Tool
2. Introducing Communication
3 . Ethical Issues and Current Challenges
4. Analysing the Integrated Marketing Communications Environment
5. Creativity and Creativity Tactics
6. The IMC Client/Agency Relationship
7. IMC and Branding
8. Traditional Media
9. Electronic, New and Social Media 10. Emerging, Hybrid Media and Experiential Marketing
12. Integrated Campaign Development: Sales Pomotion
13. Integrated Campaign Development: Direct and Database Marketing, Outdoor and Point of Purchase
14. Integrated Campaign Development: Marketing PR and Sponsorship
15. Integrated Campaign Development – Personal Selling and Sales Management, Retail key Account Liaison, Exhibitions and Shows
16. Evaluation and Control: Evidence of Effectiveness and the Challenge of Measuring Return on Investment