Integrated Marketing Communication

Creating Spaces for Engagement

Häftad, Engelska, 2018

Av Jeanne M. Persuit, Christina L. McDowell Marinchak, Christina L. McDowell Marinchak

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Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.

Produktinformation

Utgivningsdatum2018-08-31
Mått150 x 222 x 15 mm
Vikt304 g
FormatHäftad
SpråkEngelska
SerieIntegrated Marketing Communication
Antal sidor286
FörlagBloomsbury Publishing Plc
ISBN9781498540049

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ContentsAcknowledgmentsIntroductionChapter 1: Engaged Communicative Consumption: How IMC Campaigns Generate a Space for Civic ConversationBy Christina L. McDowell Marinchak and Jill K. BurkChapter 2: Integrated Marketing Communication and Customer Engagement: "It's Beautiful"By Daniel U. AssmusChapter 3: Integrated Marketing Communication and Event Planning: An Academic Conference in the Charm CityBy Leeanne M. Bell McManus and Chip RouseChapter 4: Integrated Marketing Communication and Goods as Toys: Marketing Childhood to Adults By Paul A. LucasChapter 5: Integrated Marketing Communication and Public Relations: Epideictic Rhetoric, kairos, and Ireland’s Vote Yes CampaignBy Jeanne M. PersuitChapter 6: Integrated Marketing Communication and Social Media: “Coordinated Management of Meaning” and EntrepreneurshipBy Cassandra Vinhateiro and Vernon E. CronenChapter 7: Integrated Marketing Communication and Public Health Campaigns: Let’s Quit TogetherBy Kelli L. Fel

Integrated Marketing Communication: Creating Spaces for Engagement expands IMC beyond its traditional business context. Communication students will welcome case studies of Starbucks’ fair trade work, Coca-Cola’s controversial 2014 Super Bowl ad, CVS’s stop-smoking campaign, and crisis communication at the Red Cross, while graduate students and faculty will benefit from the connections these and other cases draw between theory and practice.