Integrated Marketing Communication: A balanced approach

ISBN : 9780195596717

Maxwell Winchester; Peter Ling; Lara Stocchi; May Oo.Lwin; Wonsun Shin; Hyunjin Kang
544 Pages
20 x 25 mm
Pub date
Jun 2019
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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.


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

About the author: 

Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University; Peter Ling - Associate Professor, School of Media and Communication, RMIT University; Dr. Lara Stocchi - Senior Lecturer in Marketing and Research Section Head, Business, Economics and Industry, Flinders University; May Oo. Lwin - Professor and Associate Dean, College of Humanities, Arts, & Social Sciences, Nanyang Technological University, Singapore; Dr. Hyunjin Kang - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne; Dr. Wonsun Shin - Assistant Professor, College of Humanities, Arts, & Social Sciences, Nanyang Technological University, Singapore

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