Integrated Marketing Communication

A balanced approach

Maxwell Winchester, Peter Ling, Lara Stocchi, May O.Lwin, Wonsun Shin, and Hyunjin Kang

Provides students with a well-grounded theoretical foundation balanced with practical application
A unique textbook given that it takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising that recognises that advertising can be an activity that aims to change attitudes and reinforce behaviour
Complemented with a range of pedagogical features such as Practitioner Profiles, IMC in Action Examples, Case Studies, Weblinks and Revision Questions to enhance student learning
Australasian author team with an international focus

Integrated Marketing Communication

A balanced approach

Maxwell Winchester, Peter Ling, Lara Stocchi, May O.Lwin, Wonsun Shin, and Hyunjin Kang

Description

Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.

Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.

Integrated Marketing Communication

A balanced approach

Maxwell Winchester, Peter Ling, Lara Stocchi, May O.Lwin, Wonsun Shin, and Hyunjin Kang

1. Introduction and Communication Theories
2. Marketing Communications and Consumer Behaviour
3. Marketing Communications Strategy and Planning
4. Marketing Communications Positioning Objectives
5. Promotions Mix 1: Advertising
6. Promotions Mix 2:Public Relations
7. Promotions Mix 3: Direct Marketing
8. Promotions Mix 4: Sales Promotions
9. Promotions Mix 5: Electronic and Social Media
10. Media
11.Responsible Marketing Communication
Glossary

Integrated Marketing Communication

A balanced approach

Maxwell Winchester, Peter Ling, Lara Stocchi, May O.Lwin, Wonsun Shin, and Hyunjin Kang

Author Information

Maxwell Winchester, Senior Lecturer, Victoria University, Australia, Peter Ling, Visiting Fellow, Nanyang Technological University, Singapore, Lara Stocchi, Senior Lecturer, Flinders University, Australia, May O.Lwin, Professor and Associate Dean, Nanyang Technological University, Singapore, Wonsun Shin, Senior Lecturer, University of Melbourne, Australia, and Hyunjin Kang, Assistant Professor, Nanyang Technological University, Singapore

Dr. Max 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

Dr. 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

Dr. 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

Contributors:

Sven Tuzovic - Senior Lecturer, Advertising, Marketing and Public Relations, Queensland University of Technology
Tiffany Winchester - Lecturer, Monash Business School
Pei Wen Wong - Lecturer, Nanyang Technological University