Marketing Communication : an integrated approach.
Contributor(s): Koekemoer, Ludi., editor.Call number: HF5415.123 M37 2020eb Material type: TextPublisher: Claremont : Juta and Company (Pty) Ltd, 2020Edition: Second edition.Description: 1 online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 1485130387 (electronic bk.) ; 9781485130383 (electronic bk.)Subject(s): Communication in marketing | MarketingDDC classification: 658.802 Online resources: EBSCOhost
Chapter 1: Integrated marketing communication: past, present and future -- Chapter 2: Factors influencing marketing comm unication decisions -- Chapter 3: Marketing communication planning and campaign tactics -- Chapter 4: Persuasive communication -- Chapter 5: Advertising -- Chapter 6: Advertising creativity -- Chapter 7: Advertising media and media planning -- Chapter 8: Personal selling -- Chapter 9: Shopper marketing -- Chapter 10: Direct response and database marketing -- Chapter 11: Public relations and word-of-mouth management -- Chapter 12: Sponsorship and event marketing -- Chapter 13: Alternative communication channels -- Chapter 14: Digital media marketing -- Chapter 15: Evaluating the effectiveness of the IMC tools.
The world of integrated marketing communication (IMC) has changed dramatically over the last 10 years, due in large part to the expansion and advances in digital media technology. These changes have affected clients, consumers and advertisers alike. Marketing Communication: An integrated approach 2e deals with the past, present and future of IMC and the impact this has had on the pace and demands of effective persuasive communication in the current digital age. It is also the first IMC textbook to cover in detail alternative communication strategies and how their unconventional and disruptive tactics have been integrated into our daily lives. Self-study questions per chapter have also been included in this edition.