Integrated Marketing Communication: A balanced approach

Integrated Marketing Communication: A Balanced ApproachÊis your studentsÕ guide to integrated marketing communication (IMC), introducing them to the principles that underpin its practice.
This text considers the different theories of how IMC works, taking the empirical evidence available into account, and illustrating its real-world application with relevant industry examples.With expert commentary supported by contemporary case studies, this text explores communication theory, strategy and planning, and develops your studentsÕ understanding of consumer behaviour. Equipped with this knowledge, your students will learn how they can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers.

KEY FEATURES
Critically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertising
Focuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understanding
Practitioner profiles provide career and industry insights
Case studies and ÔIMC in ActionÕ boxes provide real-world examples
Suggested readings and key terms throughout support further learning.