Grounded in research from academia, consulting and technology companies, and the author's professional experience as a consultant, this textbook presents a practical approach to IMC that guides students on how to make IMC-informed strategic decisions, design a brand experience, and map and choose the right mix of customer touchpoints.
Initial Words Chapter 1: Introduction to Integrated Marketing CommunicationLearning ObjectivesIMC DefinitionsSo, What Is Marketing?What Is Communication?Then, What Is IMC?Marketing IntegrationToward an IMC FrameworkBook StructureChapter 2: Understanding Brand Context: Problems, Actors, and Customers Learning ObjectivesUnderstanding First: Let the Research Lead Your StrategyWhat Do We Look For?What Barriers Do We Have to Achieving Our IMC Objectives?Research in IMCSocial Listening in the New MediaVoice of the Customer (VOC)Consumer Decision-Making Process and the Customer JourneyMapping TouchpointsCustomer Brand DecisionsChapter 3: Segmentation, Targeting, and PositioningLearning ObjectivesSTP and the Principles of MarketingThe Segmentation ProcessGeographic SegmentationDemographic SegmentationPsychographic SegmentationBehavioral SegmentationBenefit SegmentationPutting It All TogetherSelecting the Target SegmentChoosing Your PositioningChapter 4: Brand Creation and Development Learning ObjectivesBrand and Brand EquityBrand ElementsBrand Elements: The Brand NameBrand Elements: LogosBrand Elements: SlogansDeveloping a Brand: Brand Personality and the Brand VoiceThe Power of Brand StoriesBrand Portfolio and Brand ExtensionChapter 5: IMC Mix Planning Learning ObjectivesSetting Your ObjectivesSetting Your MetricsSetting the BudgetPlanning the IMC Mix: Understanding the MediaChoosing the IMC MixChapter 6: Advertising the Brand Learning ObjectivesThe Importance of AdvertisingCreativity in AdvertisingCreating the Advertising MessageThe Message StrategyMessage AppealsExecutional FrameworkTraditional MediaTelevisionRadioOut-of-HomePrint MediaChoosing an Advertising AgencyChapter 7: The Digital BrandLearning ObjectivesThe Digital RevolutionOnline AdvertisingDisplay AdvertisingNative Ads and Sponsored ContentE-mail MarketingVideo AdvertisingSearch Engine MarketingIn-Bound and Out-Bound MarketingSearch Engine Optimization (SEO)Content MarketingMobile MarketingChapter 8: The Social BrandLearning ObjectivesSocial Media MarketingSocial Media TodayFacebookYouTubeTwitterInstagramLinkedInSnapchatBuilding a Social Media PresenceStrategies for Social MediaContent Management and User-Generated ContentOnline Brand CommunityInfluencer MarketingGrowth Hacking/MarketingThe FutureChapter 9: The Public BrandLearning ObjectivesThe Brand in the Eye of the PublicManaging Public RelationsThe Brand under AttackStrategies for Real TransgressionsStrategy for Not-Real TransgressionEvents and SponsorshipsBrand PlacementChapter 10: Selling the BrandLearning ObjectivesCall to Action and Sales ConversionDatabase and the New TechnologyThe Role of Sales in IMCDirect Response MarketingSales Promotions
