Integrated communication : synergy of persuasive voices / edited by Esther Thorson, Jeri Moore.

Format:

Book

Conference/Event

Contributor:

Thorson, Esther.

Moore, Jeri.

Conference Name:

Conference on Advertising and Consumer Psychology (11th : 1992 : Chicago, Ill.)

Series:

Advertising and consumer psychology.

Advertising and consumer psychology

Language:

English

Subjects (All):

Communication in marketing--Congresses.

Communication in marketing.

Marketing--Management--Congresses.

Marketing.

Physical Description:

1 online resource (397 p.)

Place of Publication:

Mahwah, N.J. : Lawrence Erlbaum Associates, 1996.

Language Note:

English

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.

Contents:

pt. I. Integrated marketing communication : definitions and theoretical founations

pt. II. Psychological processes and integrated communication

pt. III. Managing integrated marketing communication

pt. IV. Integrated campaigns : case studies

pt. V. Measuring the impact of integrated campaigns

pt. VI. The role of public relations in integrated marketing communication

pt. VII. Theoretical summary, a research agenda, and conclusions.

Notes:

Papers presented at the 11th Advertising and Consumer Psychology Conference held at DDB Needham Worldwide, Chicago, Ill., 1992.

Includes bibliographical references and indexes.

ISBN:

1-134-78029-X

1-138-99253-4

0-203-77347-0

1-134-78022-2

9780203773475

OCLC:

852757895