Principles of Integrated Marketing Communications: An Evidence-based Approach
Autor Lawrence Angen Limba Engleză Paperback – 22 feb 2021
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Specificații
ISBN-13: 9781108703116
ISBN-10: 1108703119
Pagini: 476
Dimensiuni: 190 x 255 x 20 mm
Greutate: 1.04 kg
Ediția:2
Editura: Cambridge University Press
Colecția Cambridge University Press
Locul publicării:Melbourne, Australia
ISBN-10: 1108703119
Pagini: 476
Dimensiuni: 190 x 255 x 20 mm
Greutate: 1.04 kg
Ediția:2
Editura: Cambridge University Press
Colecția Cambridge University Press
Locul publicării:Melbourne, Australia
Cuprins
1. Integrated marketing communications and its synergistic effects; 2. Uncovering insights; 3. Brand Positioning; 4. Media planning for growth; 5. Integrating digital and non-digital channels; 6. Advertising creativity; 7. Planning and executing the creative appeal; 8. Social influence; 9. Public relations, corporate reputation, sponsorship and content marketing; 10. Influence, tactics and integration in personal selling; 11. Direct response marketing and sales promotion integration; 12. Advertising testing, campaign tracking and synergistic effects; 13. Integrative review, IMC implementations and marketing technologies.
Recenzii
'Integrated Marketing Communications is a critically important management topic, and Lawrence Ang provides a comprehensive, insightful and thoroughly enjoyable treatment of the subject. Principles of Integrated Marketing Communications is a real treasure trove for students and will make them smarter and better marketers.' Kevin Lane Keller, Tuck School of Business, Dartmouth College, USA
'I have never read such an accessible but still really complete and insightful introduction to Integrated Marketing Communications. Who else than our highly esteemed colleague Lawrence Ang could have written this book that is strongly recommended to students and practitioners.' Peter Neijen, University of Amsterdam, The Netherlands
'Lawrence Ang has produced an original and insightful explanation of creativity in advertising based on his cutting-edge knowledge of advertising strategy. With wit and candour, he writes with authority showing how managers should approach creativity. Many authors timidly dance around a managerial approach to creativity, but Lawrence lifts the game here contributing a stunning, hands-on, and on-the-mark assessment of how to do it. Some authors write only from their 'experience', but one wonders if this perspective goes much outside that history. Others write 'theory' but one wonders if they have ever done what they advise. Lawrence does both, astoundingly blending what-to-do with why-it-works. In a business world that treats creativity as some mysterious black box one should be afraid of, he hacks that box wide open to give managers control over it – and make the most of it. Bravo!' Scott Koslow, Macquarie University, Australia
'This book is packed with real-world applications and examples. It will provide a solid platform for those who strive to get an edge within the marketing sphere. A thorough yet easy read, this monograph will broaden students' thinking across both current and future marketing concepts – a must-read!' Melissa Airs, Senior Account Manager (Media & Digital), Kantar Millward Brown, Australia
'The chapter on Planning the Creative Execution and Appeal provides a powerful compilation of creative executions in marketing communications. It's written in a convincing and accessible style and promises to engage and entertain its readers.' Martin Eisend, Europa University, Berlin, Germany
'The chapter on Social Influence is a really interesting and balanced introduction to the complexities of social media marketing. It is wide-ranging, accessible and thoughtful' Robert East, University of London, UK
'The chapter on Brand Positioning covers work in the branding domain more thoroughly than any other advertising book on the market. The chapter focuses on an evidence-based approach as a guide to advertising best practice. The integration of COVID-19 lessons is highly topical and encourages students to critically analyse recent short-term tactical decisions against long-term strategic brand priorities.' Jasmina Illic, Monash University, Australia
'This book gives an excellent overview. The explicitly formulated learning goals are key for students.' Eva van Reijmersdal, University of Amsterdam, The Netherlands
'I have never read such an accessible but still really complete and insightful introduction to Integrated Marketing Communications. Who else than our highly esteemed colleague Lawrence Ang could have written this book that is strongly recommended to students and practitioners.' Peter Neijen, University of Amsterdam, The Netherlands
'Lawrence Ang has produced an original and insightful explanation of creativity in advertising based on his cutting-edge knowledge of advertising strategy. With wit and candour, he writes with authority showing how managers should approach creativity. Many authors timidly dance around a managerial approach to creativity, but Lawrence lifts the game here contributing a stunning, hands-on, and on-the-mark assessment of how to do it. Some authors write only from their 'experience', but one wonders if this perspective goes much outside that history. Others write 'theory' but one wonders if they have ever done what they advise. Lawrence does both, astoundingly blending what-to-do with why-it-works. In a business world that treats creativity as some mysterious black box one should be afraid of, he hacks that box wide open to give managers control over it – and make the most of it. Bravo!' Scott Koslow, Macquarie University, Australia
'This book is packed with real-world applications and examples. It will provide a solid platform for those who strive to get an edge within the marketing sphere. A thorough yet easy read, this monograph will broaden students' thinking across both current and future marketing concepts – a must-read!' Melissa Airs, Senior Account Manager (Media & Digital), Kantar Millward Brown, Australia
'The chapter on Planning the Creative Execution and Appeal provides a powerful compilation of creative executions in marketing communications. It's written in a convincing and accessible style and promises to engage and entertain its readers.' Martin Eisend, Europa University, Berlin, Germany
'The chapter on Social Influence is a really interesting and balanced introduction to the complexities of social media marketing. It is wide-ranging, accessible and thoughtful' Robert East, University of London, UK
'The chapter on Brand Positioning covers work in the branding domain more thoroughly than any other advertising book on the market. The chapter focuses on an evidence-based approach as a guide to advertising best practice. The integration of COVID-19 lessons is highly topical and encourages students to critically analyse recent short-term tactical decisions against long-term strategic brand priorities.' Jasmina Illic, Monash University, Australia
'This book gives an excellent overview. The explicitly formulated learning goals are key for students.' Eva van Reijmersdal, University of Amsterdam, The Netherlands
Descriere
This book provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC).