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 FEATURES

• Critically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertising
• Focuses on the application of IMC theory to a broader marketing approach
• Revision questions encourage reflective learning and further develop understanding
• Practitioner profiles provide career and industry insightsCase studies and ‘IMC in Action’ boxes provide real-world examples
• Suggested readings and key terms throughout support further learning.

1. Introduction to IMC and Communication Models and Processes
2. Marketing Communication and Consumer Behaviour
3. Marketing Communication Strategy and Planning
4. Positioning Objectives
5. Advertising
6. Public Relations
7. Direct Marketing
8. Sales Promotions
9. Electronic and Social Media (ESM)
10. Media Decisions
11. Responsible Marketing Communication

Maxwell Winchester – Head of Scholarship and Professional Learning, First Year College, Victoria University.

Peter Ling – Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore.

Lara Stocchi – Senior Lecturer in Marketing, College of Business, Government and Law, Flinders University.

May 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, Singapore.

Wonsun Shin – Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne.

Hyunjin Kang – Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore.

Lecturer resources are available for lecturers prescribing Integrated Marketing Communication: A Balanced Approach for their course. These include:

• Instructor’s Resource Manual, with:
  • Answers to case study questions
  • Answers to revision questions
• PowerPoint slides.

For more information about the resources for Integrated Marketing Communication: A Balanced Approach please contact your Oxford Learning Resource Consultant.