Full Description
Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.
Contents
Contents
Acknowledgments
Introduction
Chapter 1: Engaged Communicative Consumption: How IMC Campaigns Generate a Space for Civic Conversation
By Christina L. McDowell Marinchak and Jill K. Burk
Chapter 2: Integrated Marketing Communication and Customer Engagement: "It's Beautiful"
By Daniel U. Assmus
Chapter 3: Integrated Marketing Communication and Event Planning: An Academic Conference in the Charm City
By Leeanne M. Bell McManus and Chip Rouse
Chapter 4: Integrated Marketing Communication and Goods as Toys: Marketing Childhood to Adults
By Paul A. Lucas
Chapter 5: Integrated Marketing Communication and Public Relations: Epideictic Rhetoric, kairos, and Ireland's Vote Yes Campaign
By Jeanne M. Persuit
Chapter 6: Integrated Marketing Communication and Social Media: "Coordinated Management of Meaning" and Entrepreneurship
By Cassandra Vinhateiro and Vernon E. Cronen
Chapter 7: Integrated Marketing Communication and Public Health Campaigns: Let's Quit Together
By Kelli L. Fel
