Integrated Marketing Communications 4th Edition Tuckwell Test Bank

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Product Details:

• ISBN-10 ‏ : ‎ 0133157873
• ISBN-13 ‏ : ‎ 978-0133157871
• Author: Keith J. Tuckwell

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.

Table of contents:

Part 1 WHAT IS INTEGRATED MARKETING COMMUNICATION?
Chapter 1 Everything is digital: changes and challenges for consumers, marketers and society
Chapter 2 Integrated marketing communication: history and current state
Part 1 cases
Part 2 HOW MARKETING COMMUNICATION WORKS
Chapter 3 Integration and synergy
Chapter 4 Consumer empowerment and behaviour
Chapter 5 Communication and engagement with the brand
Chapter 6 Social, ethical and regulatory aspects
Part 2 cases
Part 3 PLANNING AND DECISION MAKING
Chapter 7 Consumer insight and strategy
Chapter 8 Analytics
Chapter 9 Search
Chapter 10 Creative strategy
Chapter 11 Media strategy
Chapter 12 Measurement: output and process measures
Part 3 cases
Part 4 MARKETING COMMUNICATION DISCIPLINES
Chapter 13 Advertising
Chapter 14 Public relations and publicity
Chapter 15 Sales promotion, direct marketing and personal selling
Part 4 cases
Appendix Example IMC plan – Crocodile Dundee: Tourism Australia

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