Marketing Communications for a Digital Age

Höfundur: Tracy L. Tuten (Útgáfa: 1)
Marketing Communications for a Digital Age

Kaup valmöguleikar

Gain invaluable insight into the entire marketing communications process with this contemporary and accessible textbook. You’ll explore both traditional principles and digital techniques, from strategic planning and audience targeting to creative execution and media planning and discover how companies can leverage the power of MarTech, advertising technology and data analytics. Packed with international case studies from organisations like Samsung, Uber Eats, e.

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Útgefandi
SAGE Publications, Ltd. (UK)
ISBN
9781036214852
Print ISBN
9781036214098
Format
ePub
Útgáfa
1
Höfundar
Tracy L. Tuten
Tungumál
English
Útgefið
2026-02-04
Prent takmörkun á líftíma
100
Prent takmörkun
30
Afritunar takmörkun
30

Kaflar

  • Cover
  • Half Title
  • Title Page
  • Copyright Page
  • Toc brief
  • Contents
  • List of Tables
  • List of Figures
  • Preface
  • Online Resources for Instructors
  • Acknowledgements
  • About the Author
  • 1 Introduction to Integrated Marketing Communications
  • Introduction
  • Promotion and Its Role in the Marketing Mix
  • The Rise of Integrated Marketing Communications (IMC)
  • Benefits of IMC
  • Functions of IMC and Full-Funnel Marketing
  • Campaigns: Marketing Communications in Action
  • The Evolution of Marketing Communications: From Traditional to Digital
  • Challenges of Implementing IMC
  • Future Trends in IMC
  • Preview of Upcoming Chapters
  • Summary
  • Glossary
  • Part IPlanning and Foundations
  • 2 The Advertising and Marketing Communications Industry
  • Introduction
  • Key Players in the Marketing Communications Industry
  • Industry Structure
  • The Brand–Agency Relationship
  • How and Who Creates Campaigns
  • Global Regulations Impacting Advertising Agencies
  • Summary
  • Glossary
  • 3 Theoretical Foundations of Marketing Communications
  • Introduction
  • The Buyer Journey: A Marketing Communications Perspective
  • Attention, Meaning, and Memory: Effective Marketing Communications
  • Persuasion: Enhancing Message Effectiveness
  • Cialdini’s Principles of Persuasion
  • Optimizing across Marketing Communications
  • Summary
  • Glossary
  • 4 Segmentation, Targeting, and Positioning for Marcom
  • Introduction
  • The STP Model
  • Adapting STP for Global Brands
  • An Alternate View: Is Market-Based Asset Theory Right?
  • Summary
  • Glossary
  • 5 Strategic Planning for IMC and Advertising Campaigns
  • Introduction
  • From Big Picture to Actionable Plans
  • The Strategic Planning Process for Marcom
  • Step 1: Define Objectives and Budget
  • Step 2: Conduct a Situation Analysis
  • Step 3: Understand the Target Audience and Brand Position
  • Step 4: Develop the Creative Brief
  • Step 5: Production of Creative Assets
  • Step 6: Plan the Media Strategy
  • Step 7: Execution and Launch: Bringing the Campaign to Life
  • Step 8: Design a Measurement Plan
  • Summary
  • Glossary
  • Part IIDesigning Strategy
  • 6 Creative Strategy
  • Introduction
  • Creativity in Marcom Campaigns
  • The Creative Process: Art Meets Science
  • The Big Idea: Driving Campaign Strategy
  • The Big Idea as the Foundation for Creative Strategy
  • Creative Strategies, Message Strategies, and Executional Styles
  • Principles of Copywriting and Art Direction
  • The Role of Production in Creative Execution
  • Summary
  • Glossary
  • 7 Planning Media Strategy and Media Buying
  • Introduction
  • What is a Media Plan?
  • The Media Landscape and Its Evolution
  • Steps in Planning a Media Strategy
  • Summary
  • Glossary
  • 8 Paid Media
  • Introduction
  • Defining Paid Media
  • Traditional Paid Media Channels and Their Digital Evolution
  • Digital-First Paid Media Channels
  • Alternative Paid Media Channels
  • Ethical and Regulatory Challenges in Paid Media
  • Summary
  • Glossary
  • 9 Earned and Shared Media in Marcom Campaigns
  • Introduction
  • Integrated Marketing Communications: How Earned and Shared Media Fit in
  • Public Relations: Leveraging PR for Earned Media
  • Sponsorship Marketing: A Pathway to Earned Media Success
  • User-Generated Content and Online Reviews: Harnessing the Voice of the Consumer
  • Organic Marketing and Social Media Engagement
  • Stunt Marketing: Driving Brand Buzz
  • Earned and Shared Media in IMC
  • Summary
  • Glossary
  • 10 Owned Media Channels for Marcom Campaigns
  • Introduction
  • Principles of Inbound Marketing and Owned Media
  • Your Website: The Hub of Your Brand’s Marketing Communications
  • Branded Content as an Owned Media Strategy
  • From Content Marketing to Search Engine Optimization
  • Branded Utilities: Making Marcom Useful
  • Branded Entertainment: Live Events, Experiences, and Advergames
  • Direct Marketing: Email and Direct Mail in Owned Media
  • The Critical Role of Owned Media in Integrated Campaigns
  • Summary
  • Glossary
  • Part IIIOptimizing Execution and Measurement
  • 11 Marketing and Advertising Technology
  • Introduction
  • Martech: Tools for Marketing Communications
  • Advertising Technology (Adtech)
  • Programmatic Advertising: A Guide to the Automated World of Digital Ads
  • The Future of Adtech
  • Ad Fraud in Digital Advertising
  • Summary
  • Glossary
  • 12 Measuring the Effectiveness of Marcom Campaigns
  • Introduction
  • Why Measurement is Critical in Marketing Communications
  • Defining Measurement, Metrics, and Measures
  • Challenges in Measuring Marketing Communications Effectiveness
  • Measuring Marcom Effectiveness at Different Levels
  • Aligning Measurement with Campaign Objectives
  • Advanced Measurement Approaches: MMM, MTA, and Attention Metrics
  • Developing a Marketing Communications Measurement Plan
  • Bringing It All Together: The Power of Integrated Marketing Communications
  • Summary
  • Glossary
  • References
  • Index