Integrated Communication : Synergy of Persuasive Voices

ISBN-13: 9780805813913 / Angielski / Twarda / 1996 / 400 str.

Esther Thorson;Jeri Moore;Esther Thorson

Opis

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.

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