Imc Strong In Theory But Struggling In Practice

Author : Katja Dienel
Publisher : diplom.de
ISBN 13 : 3832497986
Total Pages : 70 pages
Book Rating : 4.89/5 ( download)

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Download or read book IMC: strong in theory but struggling in practice written by Katja Dienel and published by diplom.de. This book was released on 2006-09-04 with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: Since the 1990s Integrated Marketing Communications (IMC) has particularly influenced both the theory and practice of communication management. The complex and evolving shift from the nineteenth century product centred approach to that of the twentieth century customer and twenty-first century stakeholder approaches has necessitated the adaptation of the concept. Integrated Marketing Communications (IMC) has evolved from the roots of psychology, marketing and mass communication. Despite its respected lineage, however, IMC remains an immature field that has struggled to establish its own unique body of literature. A key milestone in IMC s emerge occurred in 1991, when a task force of academics and professionals was formed in an effort to agree on such fundamental issues as the most appropriate terminology and definition of the IMC concept. Interestingly, the task force actually debated the use of at least three different terms which were integrated communications , total communications , and IMC . Although the task force did not forge a clear consensus on which term to use, IMC emerged as most commonly cited option and began to enter the mainstream of mass communications and marketing discussions in the early 1990s. Therefore literature in this paper is used as if it had intended to refer to integrated marketing communications. IMC is aiming to provide a consistent and effective message to the customers and other stakeholders as strategic consistency would lead to an increased brand value providing a competitive advantage for the given company. From this perspective IMC is a supportive concept. Yet, in practice, IMC has never been fully embraced. One of the most significant hindrances to IMC adaptation within a corporation has been the lack of agreement on a variable organisational structure. The purpose of this paper is to investigate proposed implementation structures and evaluate their impact in practice. It will identify both the benefits and limitation of these concepts. This paper will suggest the theoretical adaptation of change management within the IMC process as a pathway to practical success. To provide an introduction to the topic, chapter one stresses the historical development of the marketplace verifying the need of integrated marketing communications practices. It is, in addition, presenting the evolving nature of the concept, followed by offering definitions this paper will be based on. Chapter [...]

Author : Larry Percy
Publisher : Routledge
ISBN 13 : 0750679808
Total Pages : 324 pages
Book Rating : 4.00/5 ( download)

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Download or read book Strategic Integrated Marketing Communication written by Larry Percy and published by Routledge. This book was released on 2008 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.

Author : Thomas R. Duncan
Publisher :
ISBN 13 :
Total Pages : 824 pages
Book Rating : 4.51/5 ( download)

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Download or read book IMC written by Thomas R. Duncan and published by . This book was released on 2002 with total page 824 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an applied text with a strong brand message. Most texts on the market teach functions but neglect integration and organization, which should be the very foundation of Marketing. This text answers the questions of "when to use, how to use, and who should be involved" in the interrelated functions of Marketing today. This text also teaches the cost effectiveness of developing brand relationship (managing the ongoing dialogue between buyer and seller)and how to truly integrate the consumer into Business-to-business marketing vs. Business-to-consumer marketing (B2B and B2C).

Author : Larry Percy
Publisher : Routledge
ISBN 13 : 1136776206
Total Pages : 335 pages
Book Rating : 4.05/5 ( download)

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Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes

Author : Robyn Blakeman
Publisher : Rowman & Littlefield
ISBN 13 : 1538176343
Total Pages : 393 pages
Book Rating : 4.44/5 ( download)

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Download or read book Integrated Marketing Communication written by Robyn Blakeman and published by Rowman & Littlefield. This book was released on 2023-07-15 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, the book explores visual and verbal tactics, along with the use of business theory and practices and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. The fourth edition features Twelve new case studies Increased discussion of digital and social media opportunities Content boxes comparing new and traditional media End of chapter discussion questions Comprehensive glossary of terms Student and instructor ancillaries available at http: //textbooks.rowman.com/blakeman4e.

Author : Julius Firmicus Maternus
Publisher : Astrology Center of America
ISBN 13 : 9781933303109
Total Pages : 356 pages
Book Rating : 4.07/5 ( download)

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Download or read book Ancient Astrology written by Julius Firmicus Maternus and published by Astrology Center of America. This book was released on 2005 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: Julius Firmicus Maternus, a native of Sicily, was a Roman lawyer of the senatorial class. He lived in the first half of the fourth century AD (c.280-c.360). He was also a student of Greek astrology, which forms the basis of this book. Of this book, James Herschel Holden writes, "The Mathesis is the lengthiest astrological treatise that has come down to us from the classical period. It consists of eight books, of which the first forms an introductory essay on astrology, and the rest set forth the fundamentals of Greek astrology. Several sections contain material that is found nowhere else...." (History of Horoscopic Astrology, pg. 66.) The translator writes, "Magic, philosophy, science and theology combine in strange ways in the thinking of the last centuries of the Roman empire..... Firmicus seemed worthy of note for many reasons. He is almost alone as author of works produced both before and after an apparent conversion to Christianity.... He left a lengthy handbook detailing the astrological practices of his day, the only work which has come down to us in its entirety [90% complete: Holden] out of numerous astrological treatises written in the Hellenistic and Roman periods..... This manual was important because it was the channel for astrological lore to the Middle Ages and Renaissance." (from the Preface) Jean Rhys Bram holds a degree in Latin from the University of Chicago, and a Ph.D. in Classics from New York University. She taught Latin, ancient Greek, and Mythology at Hunter College until her retirement. At 92, she continues to read widely and tutor students. She enjoys the company of twelve cats.

Author : Priscilla Settee
Publisher : Canadian Scholars
ISBN 13 : 1773381091
Total Pages : 296 pages
Book Rating : 4.91/5 ( download)

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Download or read book Indigenous Food Systems written by Priscilla Settee and published by Canadian Scholars. This book was released on 2020-01-31 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Indigenous Food Systems addresses the disproportionate levels of food-related health disparities among First Nations, Métis, and Inuit people in Canada, seeking solutions to food insecurity and promoting well-being for current and future generations of Indigenous people. Through research and case studies, Indigenous and non-Indigenous food scholars and community practitioners explore salient features, practices, and contemporary challenges of Indigenous food systems across Canada. Highlighting Indigenous communities’ voices, the contributing authors document collaborative initiatives between Indigenous communities, organizations, and non-Indigenous allies to counteract the colonial and ecologically destructive monopolization of food systems. This timely and engaging collection celebrates strategies to revitalize Indigenous food systems, such as achieving cultural resurgence and food sovereignty; sharing and mobilizing diverse knowledges and voices; and reviewing and reformulating existing policies, research, and programs to improve the health, well-being, and food security of Indigenous and Canadian populations. Indigenous Food Systems is a critical resource for students in Indigenous studies, public health, anthropology, and the social sciences as well as a vital reader for policymakers, researchers, and community practitioners.

Author : Nigel Jackson
Publisher : Routledge
ISBN 13 : 1136666508
Total Pages : 276 pages
Book Rating : 4.06/5 ( download)

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Download or read book Promoting and Marketing Events written by Nigel Jackson and published by Routledge. This book was released on 2013-10-28 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively it is essential to understand marketing, but it is also important to recognise that it is not just consumers who are the audience: other publics who may not necessarily attend can have a fundamental effect on the success of an event as well. Uniquely therefore, this book covers two related themes: marketing and public relations in an events context. This will offer events planners a comprehensive guide on how to promote events to a range of audiences, and on how to use this to manage an event’s long-term reputation. The book focuses on core marketing and PR current theory specifically relevant to the events industry and introduces topics such as marketing strategy, the consumer, marketing PR and how to use the internet to promote events. It integrates a range of international case studies from small-scale events to mega-events to help show how theory can be applied in practice. It further includes inserts of interviews with practitioners in the field, to offer insight into the realities of event communication and to show how to overcome potential pitfalls. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. The book is essential reading for all students studying Events Management, and provides valuable reading for students, academics and practitioners interested in marketing and public relations in general.

Author : Sandra Ernst Moriarty
Publisher :
ISBN 13 : 9781292017396
Total Pages : 669 pages
Book Rating : 4.92/5 ( download)

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Download or read book Advertising & IMC written by Sandra Ernst Moriarty and published by . This book was released on 2014-04-03 with total page 669 pages. Available in PDF, EPUB and Kindle. Book excerpt: For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.

Author : Shelly Rodgers
Publisher : Routledge
ISBN 13 : 1351208292
Total Pages : 548 pages
Book Rating : 4.91/5 ( download)

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Download or read book Advertising Theory written by Shelly Rodgers and published by Routledge. This book was released on 2019-04-15 with total page 548 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.