Pickton David, Broderick Amanda. Integrated Marketing Communications

2nd edition. — Pearson Education Limited, 2005. — 801 p.Introduction to integrated marketing communications.
What is marketing communications?
What is integrated marketing communications?
The integrated marketing communications process.
Case study 1: Concern.
Creating shared meaning in marketing communications – from sender to receiver.
Marketing communications psychology.
Media – the carriers of the message.
E-media.
The changing marketing communications environment.
The international context of marketing communications.
Regulation and legal controls.
Marketing communications ethics.
Image and brand management.
Customer/audience relationship management.
Managing integrated marketing communications planning.
Case study 2: Skoda 286 ˘.
Marketing communications planning and plans.
Organisational implications of integrated marketing communications.
Agency operations.
Research and analysis for integrated marketing communications decision-making.
Identifying target audiences and profiling target markets.
Setting budgets and allocating resources.
Setting objectives, determining strategy and tactics.
Creative implementation.
Media implementation.
Production implementation.
Evaluation and control of integrated marketing communications.
The integrated marketing communications mix.
Case study 3: Pampers.
Public relations.
Sponsorship.
Advertising.
Direct marketing communications.
Sales promotion, merchandising and point of sale.
Packaging.
Exhibitions and trade shows.
Personal selling and sales management.