ABSTRACT
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
part I|38 pages
Integrated Marketing Communication
chapter 2|14 pages
How Leading Advertising Agency Media Directors View Integrated Communication
part II|84 pages
Psychological Processes and Integrated Communication
part III|97 pages
Managing Integrated Marketing Communication
chapter 135|18 pages
Strategic Planning for Integrated Marketing Communications Programs
chapter 8|13 pages
Integrated Marketing Communication
chapter 10|31 pages
Integrated Channel Management
part IV|26 pages
Integrated Campaigns
chapter 12|10 pages
Integrated Marketing Communication in a Public Service Context
part V|27 pages
Measuring the Impact of Integrated Campaigns
chapter 14|12 pages
In Search of the Holy Grail
part VI|46 pages
The Role of Public Relations in Integrated Marketing Communication
chapter 16|18 pages
Integrating Marketing Communication and Public Relations
part VII|37 pages
Theoretical Summary, A Research Agenda, and Conclusions