Integrated Marketing Communication: Advertising and Promotion in a Digital World

This textbook explores the evolving roles of advertising, sales promotion, and public relations in marketing, focusing on emerging technologies and digital media. It provides a comprehensive guide to developing and implementing an Integrated Marketing Communication plan, including consumer research, creative conceptualization, market segmentation, and strategic decisions. The new edition emphasizes the importance of social media, website development, mobile marketing, and innovative technologies. It is suitable for upper-level undergraduate and postgraduate students, business professionals, and executive education programs.

\n Format: Paperback / softback
\n Length: 300 pages
\n Publication date: 30 November 2021
\n Publisher: Taylor & Francis Ltd
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This comprehensive textbook delves into the ever-evolving landscape of advertising, sales promotion, and public relations within the realm of marketing. Written in its second edition, it explores the dynamic shifts and advancements occurring in these functions, emphasizing the integration of emerging new technologies alongside established digital and legacy media. The book serves as a valuable guide for individuals seeking to develop and implement effective Integrated Marketing Communication (IMC) plans for companies, organizations, and brands.

The text begins by providing a clear and concise overview of the consumer, market, and competitive research processes, enabling readers to gain insights into the underlying foundations of marketing strategy. It then delves into creative conceptualization, market segmentation, target audience identification, and brand positioning, guiding the reader through the critical steps in building a strong and distinctive brand identity.

Strategic decisions regarding the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility are explored in depth, helping readers develop comprehensive marketing campaigns that resonate with their target audience. The new edition of the textbook places significant emphasis on the role of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity in today's digital age.

To enhance its relevance and applicability, the book has been updated to include more digital content with detailed international examples. Four new chapters have been added, covering Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing.

Upper-level undergraduate and postgraduate students, as well as business professionals in executive education and certificate programs, will find this textbook to be a valuable resource. It offers a lucid and up-to-date presentation of the subject matter, complemented by chapter assignments and a continuity case study that facilitate experiential learning. Additionally, robust online resources, including PowerPoint slides, chapter videos, and lecture notes, are provided to support the learning experience.

In conclusion, this textbook serves as a comprehensive guide to the transformation of advertising, sales promotion, and public relations within the marketing discipline. It equips readers with the knowledge and skills necessary to develop and implement effective IMC plans, leveraging emerging technologies and digital platforms to achieve marketing success in today's competitive landscape.

\n Weight: 610g\n
Dimension: 246 x 174 (mm)\n
ISBN-13: 9780367436230\n
Edition number: 2 New edition\n