Integrated Marketing Communication

Integrated Marketing Communication: A Balanced Approach is your guide to integrated marketing communication (IMC), introducing you to the principles that underpin its practice. This text considers the different theories of how IMC works, taking the empirical evidence available into account, and illustrating its real-world application with relevant industry examples. With expert commentary supported by contemporary case studies, this text explores communication theory, strategy and planning, and develops your understanding of consumer behaviour. Equipped with this knowledge, you will learn how you can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers. KEY FEATURESCritically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertisingFocuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understandingPractitioner profiles provide career and industry insightsCase studies and ‘IMC in Action’ boxes provide real-world examplesSuggested readings and key terms throughout support further learning.

Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria UniversityPeter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, SingaporeDr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders UniversityMay O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, SingaporeDr. Wonsun Shin - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of MelbourneHyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore

Integrated Marketing Communication: A Balanced Approach is your guide to integrated marketing communication (IMC), introducing you to the principles that underpin its practice. This text considers the different theories of how IMC works, taking the empirical evidence available into account, and illustrating its real-world application with relevant industry examples. With expert commentary supported by contemporary case studies, this text explores communication theory, strategy and planning, and develops your understanding of consumer behaviour. Equipped with this knowledge, you will learn how you can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers. KEY FEATURESCritically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertisingFocuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understandingPractitioner profiles provide career and industry insightsCase studies and 'IMC in Action' boxes provide real-world examplesSuggested readings and key terms throughout support further learning.

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