Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today.

Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand’s marketing communications elements to effectively engage the target market.

Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer’s, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today.

Each new copy of the text also offers 12 month access to a wealth of student online revision and learning tools: CourseMate Express + Search me! Marketing. Unique to the text is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.

Part 1: Integrated marketing communications – a conceptual framework
1. Integrated marketing communications and brand equity enhancement
2. The communication process
3. Persuasion in marketing communications
4. Market segmentation and brand positioning
Part 1 case studies

Part 2: Managing and planning for integrated marketing communications
5. Establishing objectives and budgeting for IMC campaigns
6. Developing message strategies
7. Media planning and analysis
Part 2 case studies

Part 3: Media channels and IMC elements
8. Broadcast media
9. Print and support media
10. Digital and social media marketing
11. Direct marketing and Sales promotion
12. Personal selling and relationship marketing
13. Marketing public relations and sponsorship marketing
Part 3 case studies

Part 4: Evaluating integrated marketing communications
14. Evaluating integrated marketing communication effectiveness
Appendix to Chapter 14: IMC Plan (online)

Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand’s marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer’s, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Each new copy of the text also offers 12 month access to a wealth of student online revision and learning tools: CourseMate Express + Search me! Marketing. Unique to the text is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses. A wealth of updated examples from local and global businesses that will resonate with your students: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS Challenge students to resolve a marketing issue and/or envision marketing campaign outcomes through the IMC Challenge and Answer the Challenge sections at the beginning and end of each chapter Explore how IMC is put into practice and gain an insight into strategies implemented by a variety of companies through the IMC in Action boxes In-depth coverage of all aspects of digital and interactive media gives students extensive information in their study of IMC Consider the important role of ethics in IMC by reading the Ethics in IMC boxes in each chapter Extend your awareness of IMC campaigns via the Global Focus boxes which consider marketing decisions of international companies Asia-Pacific Focus boxes illustrate regional companies and their marketing decisions Help your students to review, practise and extend their knowledge using the revision quizzes and video activities in the CourseMate Express website Explore how IMC is put into practice and gain an insight into strategies implemented by a variety of companies through the IMC in Action boxes