Integrated Communication: Synergy of Persuasive Voices

ISBN-13: 9781138992535 / Angielski / Miękka / 2016 / 396 str.

Esther Thorson; Jeri Moore

Opis

First Published in 1996. Routledge is an imprint of Taylor & Francis, an informa company.

Spis treści

Contents: Preface. E. Thorson, J. Moore, Introduction. Part I: Integrated Marketing Communication: Definitions and Theoretical Foundations. T. Duncan, C. Caywood, The Concept, Process, and Evolution of Integrated Marketing Communication. C.V. Lloyd, How Leading Advertising Agency Media Directors View Integrated Communication: A Qualitative Study of Integrated Communications and the Media Planning Process. Part II: Psychological Processes and Integrated Communication. M.R. Solomon, B.G. Englis, Consumption Constellations: Implications for Integrated Communication Strategies. B. Stern, Integrated Communication: The Company "Voice" and the Advertising Persona. K.L. Keller, Brand Equity and Integrated Communication. Part III: Managing Integrated Marketing Communication. J. Moore, E. Thorson, Strategic Planning for Integrated Marketing Communications Programs: An Approach to Moving From Chaotic Toward Systematic. L.A. Petrison, P. Wang, Integrated Marketing Communication: Examining Planning and Executional Considerations. D. Prensky, J.A. McCarty, J. Lucas, Integrated Marketing Communication: An Organizational Perspective. D.W. Stewart, G.L. Frazier, I. Martin, Integrated Channel Management: Merging the Communication and Distribution Functions of the Firm. J.P. Jones, Integrated Communication: Some Hidden Complications. Part IV: Integrated Campaigns: Case Studies. D.L. Haytko, Integrated Marketing Communication in a Public Service Context: The Indiana Middle Grades Reading Program. J. Deighton, Features of Good Integration: Two Cases and Some Generalizations. Part V: Measuring the Impact of Integrated Campaigns. H. Katz, J. Lendrevie, In Search of the Holy Grail: First Steps in Measuring Total Exposures of an Integrated Communications Program. A.L. Baldinger, Integrated Communication and Measurement: The Case for Multiple Measures. Part VI: The Role of Public Relations in Integrated Marketing Communication. A. Gronstedt, Integrating Marketing Communication and Public Relations: A Stakeholder Relations Model. K. Hallahan, Product Publicity: An Orphan of Marketing Research. Part VII: Theoretical Summary, A Research Agenda, and Conclusions. S.E. Moriarty, The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda. R.J. Lutz, Some General Observations About Research on Integrated Marketing Communications.

O autorze

Esther Thorson, Jeri Moore