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  • 9780170443005
  • 71845332

(MindTap) Integrated Marketing Communications 6E By Edwina Luck 9780170443005

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Table of Contents


Part 1: Integrated marketing communications – an ever- changing conceptual framework

1. Integrated marketing communications foundations and the rise of digital

2. Persuasive communication and consumer attitudes

3. Market segmentation and brand positioning


Part 2: Managing and planning for integrated marketing communications

4. Establishing objectives and budgeting for IMC campaigns

5. Managing message creation and strategies

6. Media planning and analysis


Part 3: Media channels and IMC elements

7. Broadcast media

8. Print and support media

9. Digital marketing, behavioural targeting & search

10. Social Media marketing

11. Direct marketing and Sales promotion

12. Personal selling and relationship marketing

13. Marketing public relations and sponsorship marketing


Part 4: Evaluating integrated marketing communications

14. Evaluating integrated marketing communication effectiveness

Appendix to Chapter 14: IMC Plan

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