Integrated Communication

by Thorson, Esther; Moore, Jeri

• ISBN13: 9780805813913
• ISBN10: 0805813918
• Format: Hardcover
• Copyright: 1996-01-01
• Publisher: Lawrence Erlbau

Summary

Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.

Table of Contents

Preface	p. ix
Introduction	p. 1
References	p. 10
Integrated Marketing Communication: Definitions and Theoretical Foundations	p. 11
The Concept, Process, and Evolution of Integrated Marketing Communication	p. 13
References	p. 34
How Leading Advertising Agency Media Directors View Integrated Communication: a Qualitative Study of Integrated Communication and the Media Planning Process	p. 35
References	p. 48
Psychological Processes and Integrated Communication	p. 49
The Vulnerability of Integrated Marketing Communication: the Potential for Boomerang Effects	p. 51
References	p. 62
Consumption Constellations: Implications for Integrated Communication Strategies	p. 65
References	p. 84
Integrated Communication: the Company """"Voice"""" and the Advertising Persona	p. 87
References	p. 101
Brand Equity and Integrated Communication	p. 103
References	p. 130
Managing Integrated Marketing Communication	p. 133
Strategic Planning for Integrated Marketing Communications Programs: an Approach to Moving from Chaotic Toward Systematic	p. 135
References	p. 152
Integrated Marketing Communication: Examining Planning and Executional Considerations	p. 153
References	p. 163
Integrated Marketing Communication: an Organizational Perspective	p. 167
References	p. 181
Integrated Channel Management: Merging the Communication and Distribution Functions of the Firm	p. 185
References	p. 212
Integrated Communication: Some Hidden Complications	p. 217
References	p. 228
Integrated Campaigns: Case Studies	p. 231
Integrated Marketing Communication in a Public Service Context: the Indiana Middle Grades Reading Program	p. 233
References	p. 242
Features of Good Integration: Two Cases and Some Generalizations	p. 243
References	p. 256
Measuring the Impact of Integrated Campaigns	p. 257
In Search of the Holy Grail: First Steps in Measuring Total Exposures of an Integrated Communications Program	p. 259
Reference	p. 270
Integrated Communication and Measurement: the Case for Multiple Measures	p. 271
References	p. 282
The Role of Public Relations in Integrated Marketing Communication	p. 285
Integrating Marketing Communication and Public Relations: a Stakeholder Relations Model	p. 287
References	p. 303
Product Publicity: an Orphan of Marketing Research	p. 305
References	p. 323
Theoretical Summary, a Research Agenda, and Conclusions	p. 331
The Circle of Synergy: Theoretical Perspectives and an Evolving Imc Research Agenda	p. 333
References	p. 350
Some General Observations About Research on Integrated Marketing Communications	p. 355
References	p. 366
Author Index	p. 369
Subject Index	p. 379
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