Description
Gain invaluable insight into the entire marketing communications process with this contemporary and accessible textbook. You’ll explore both traditional principles and digital techniques, from strategic planning and audience targeting to creative execution and media planning and discover how companies can leverage the power of MarTech, advertising technology and data analytics.
Packed with international case studies from organisations like Samsung, Uber Eats, e.l.f. Cosmetics, LEGO and Qatar Airways, and supported by critical thinking questions, this textbook shows how today’s professionals are navigating a rapidly evolving landscape – and how you can, too.
Written by bestselling author Tracy Tuten, this is essential reading for your marketing communications journey.
Table of Contents
Chapter 1 Introduction to Integrated Marketing Communications
Chapter 2 The Advertising and Marketing Communications Industry
Chapter 3 Theoretical Foundations of Marketing Communications
Chapter 4 Segmentation, Targeting, and Positioning for MarCom
Chapter 5 Strategic Planning for IMC and Advertising Campaigns
Chapter 6 Creative Strategy
Chapter 7 Planning Media Strategy and Media Buying
Chapter 8 Paid Media
Chapter 9 Earned and Shared Media in Marcom Campaigns
Chapter 10 Owned Media Channels for Marcom Campaigns
Chapter 11 Martech and Advertising Technology
Chapter 12 Measuring the Effectiveness of Marketing Communications Campaigns
