Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications.
Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers’ strategies to cope with information overload. It also reflects upon consumer scepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications.
This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors’ guide, which provides answer checklists to all Think boxes, Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.
Table of Contents
1. Marketing communications as a strategic marketing tool
2. Introducing communication
3. Ethical issues and current challenges
4. Analysing the integrated marketing communications environment
5. Creativity and creativity tactics
6. The IMC client-agency relationship
7. IMC and branding
8. Traditional media
9. Electronic, new and social media
10. Emerging, hybrid media and experiential marketing
11. Integrated campaign development: Advertising
12. Integrated campaign development: Sales promotion
13. Integrated campaign development: Direct and database marketing, outdoor and point of purchase
14. Integrated campaign development: marketing PR and sponsorship
15. Integrated campaign development: Personal selling and sales management, retail key account liaison, exhibitions and shows
16. Marketing Communications for not-for-profit audiences: Social marketing and political marketing
17. Marketing communications in a global marketplace
18. Evaluation and control: Evidence of effectiveness and the challenge of measuring return on investment
Lynne Eagle is Adjunct Professor at the University of Canterbury, New Zealand and at Charles Darwin University, Australia.
Barbara Czarnecka is Associate Professor of Marketing at London South Bank University, UK.
Stephan Dahl is Adjunct Associate Professor at James Cook University, Australia and at Charles Darwin University, Australia.
Jenny Lloyd is Associate Professor of Marketing at the University of Warwick, UK.