Integrated Marketing Communications presents essential elements of integrated marketing communications in a clear, concise, and informative manner. The book is written in a straightforward, easy-to-understand manner and is full of examples and illustrations that students will quickly identify with.Integrated Marketing Communications presents essential elements of integrated marketing communications in a clear, concise, and informative manner. The book is written in a straightforward, easy-to-understand manner and is full of examples and illustrations that students will quickly identify with.

Hallmark features of this title

• The integration of long-term strategic plans (all primary forms of media and marketing communications) with short-term tactical plans (experiential, event, and public relations tactics).
• The constantly changing consumers’ media habits, which create a dynamic situation that presents new challenges and opportunities for reaching target markets.
• The impact of new technologies, which are changing the communications playing field and producing new opportunities for reaching consumers more directly through mobile devices, social media, and video games.
• The influence of database management techniques and customer relationship management programs on the direction of marketing communications strategies, moving them away from macro-based (mass appeal or traditional forms of targeting) toward micro-based (individual targeting).
• The impact of technology on media planning and media buying is presented in more detail. New concepts such as programmatic media buying and real time bidding are included in Appendix 2 as both concepts directly affect the buying process for interactive media.
• The expanding role of experiential marketing, public relations, mobile communications, and social media communications, and the presentation of new insights into this trend. 

New and updated features of this title

• This edition includes additional discussion on the shift to digital communications and its prominence in the marketing communications mix in chapter 1. The chapter also discusses many of the ethical issues associated with the practice of marketing communications.
• New insights on the importance of brand trust and brand loyalty and the need for a strong positioning strategy have been added to chapter 3.
• A new section on media relations has been added to show the importance of building effective relations with the press. A new section on internal public relations has also been added to chapter 9.
• New content on various measurement techniques for social media have been added to chapter 12.