Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era
Edition: 1
Copyright: 2021
Pages: 476
Edition: 1
Copyright: 2024
Pages: 484
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The Integrated Marketing Communication ecosystem is alive 24/7 every day of the year. Monitoring that environment is essential. Data skills and metrics are marketplace imperatives.
Some of the world’s largest companies have created extensive marketing communication training programs as they feel many colleges and universities are not providing their graduates with the hard and soft skill sets necessary to operate in a data driven, digital environment.
Their graduates don’t know: the contemporary marketing practices or the vocabulary, how data is actually collected and used, the basic functions of digital software supporting IMC, or the metrics used to evaluate brand—consumer interactions and messaging in today’s complex digital environment.
Based on requests from stakeholders in IMC’s education-to-marketplace chain, the authors of Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era provide students with comprehensive coverage of the new world of IMC.
What you WILL find in Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era:
- A data driven, consumer centric approach that’s in-synch with the current always-on IMC environment.
- Focus on the most durable principles of IMC, stressing best industry practices, such as: digital transformation, the consumer journey with touchpoints, enhancing the consumer experience, and the brand—consumer value exchange.
- The three foundational IMC documents—consumer profile, creative brief, and media plan—serving to unify strategies and tactics.
- Coverage of the software and essential metrics used—IMC’s major management tools.
- Strategy and tactics for using the main IMC digital assets: digital display ads, content marketing, ecommerce, email, mobile, search, social, social analytics and streaming audio and video.
- Details of budgeting, data analysis and creative strategies—plus the tactics to yield success.
- How to apply strategic and theoretical approaches to message creation.
- Concise backgrounders on traditional media and digital messaging platforms.
- Language and terms as they are applied in the marketplace…you’ll be able to talk-the-talk.
- Authors with actual work experience in IMC and related fields. They’ve consulted and worked for leading companies in the IMC and media spaces.
What you will NOT find in Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era:
- A book lacking a unified, integrated focus and details of current best practices.
- An overload of gratuitous photos and dated advertising examples.
- Excessive coverage of historical and legacy theories, concepts, practices and topics.
- Lack of detail on topics and techniques today’s marketers actually use.
- A dominant brand or product centric orientation.
- A book largely based on the communication and marketing principles of the 1990s that has a few add-ons to appear more current.
- A book that avoids the math involved in IMC … and most of IMC math is simple.
- Coverage of key strategies or tactics, with little or no explanation of how they are executed.
1. Integrated Marketing Communication in the Age of Digital Disruption
2. Consumer and Audience Behavior
3. Brands, Branding and Consumer Experiences
4. IMC Strategic Planning, Objectives and Media Planning
5. Message Strategies and Content Asset Management
6. Message Tactics
7. Traditional Advertising and Media Resources
8. Digital Basics, Direct Marketing, Email, Ecommerce and Website Resources
9. Digital Display, Search, Content Marketing and Mobile Resources
10. Social Media: Influencers and Listeners
11. Public Relations Resources
12. Sales, Promotion and Sponsorship Resources
13. IMC Ethics and Regulation
Thomas R. Flynn has served as president of the Eastern Communication Association and Chair of the Department of Communication at Slippery Rock University.
His teaching specialties include: communication law, integrated marketing communication, public relations and research methods. Flynn holds communication degrees from the University of Toledo (B.A.), Ohio University (M.A.) and the University of Nebraska (Ph.D.).
His consulting specialty is program development and assessment. He applied these skills in guiding development of SRU’s comprehensive Integrated Marketing Communication and Public Relations degree programs and has advised a number of outside agencies. Academically, Flynn’s authored over a dozen publications and made numerous professional paper presentations. He has also given a number of convention workshops on developing and curating IMC programs in higher education. Flynn admits to being an avid Cleveland baseball fan.
James R. Smith has over a decade of professional experience in advertising, public relations, newspaper, radio, and television. He taught in areas ranging from advertising and media management to research methods and sales. Smith is Professor Emeritus, Digital Media and Journalism, at SUNY-New Paltz. In the private sector, Smith has provided research and consulting services to organizations such as: ABC, Discovery, ESPN, HBO, NPR, the New York Stock Exchange, Time Inc., Warner Bros., Weather Channel, and various financial and investment banking firms. He holds communication degrees from Pennsylvania State University (Ph.D.), the University of Connecticut (M.A.), and the University of Nebraska (B.S.). Smith is Past President of the Broadcast Education Association and has also; served as department chair, led international advertising certificate programs, developed numerous online courses and has published in various professional journals.
Michael Walsh is Chair of the Marketing Department at West Virginia University’s John Chambers College of Business and Economics. Before receiving his doctorate from the University of Pittsburgh, Walsh served as a senior vice president at both Ketchum Advertising and TBWA Chiat Day. Walsh has worked with clients such as: Nationwide Insurance, Pizza Hut, PNC Bank, PPG Industries, and Rockwell International.
Walsh’s teaching interests focus on integrated marketing communications, service marketing and consumer behavior. He’s also authored numerous academic articles and papers. While at WVU, Walsh has received awards for Outstanding Teaching and Outstanding Service. He is actively involved with the American Marketing Association and the Association for Consumer Research.
Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era explains better than any other how to build synergy between marketing and communications channels, and how digital media supports an integrated strategy from conception to implementation.
Bonnie Harris
Wax Marketing, Inc.
As a professor in the field of communication, I have been search for years for a marketing textbook that really focuses on the communicative aspects of marketing. My current book was good about 10 years ago, but hasn't stayed up on the latest digital trends. Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era is extremely valuable because it combines the expertise and experience of three authors with different backgrounds. They have created a book that combines theory, industry terminology and the latest trends in marketing and advertising from an industry-insider's perspective. The chapters are packed with information that will really give students an idea about how current marketing works with effective visuals and up-to-date examples. It's fantastic! I also love that the authors have created ancillary items to accompany the text--lecture slides, video suggestions, updates with current events and a test bank. I've never had this type of resources before and I think they will really make my class better. In addition, the authors have been so helpful and that has made a big difference in my choice to adopt the book. Whenever I encountered issues they have quickly responded in a very friendly way. Knowing how responsive they are to my questions makes me confident I can handle any challenges that might emerge in the coming quarter.
Karen K. Myers, Ph.D.
Professor and Director of Graduate Studies
Department of Communication
University of California, Santa Barbara
In addition to being a comprehensive college textbook, it’s also an industry text for professionals. Recent cases are nuanced enough to distill how important digital marketing is to the IMC ecosystem. This book also does a fine job discussing digital strategies, targeting and using consumer data categories to refine marketing efforts.
The comprehensive chapters cover major topics such as; the attention economy, brand management, campaign budgeting, content marketing, loyalty programs, social media, strategic planning, and traditional media. I really appreciate the detail and focus on metrics.
Anthony Palomba
Darden School of Business
University of Virginia
The Integrated Marketing Communication ecosystem is alive 24/7 every day of the year. Monitoring that environment is essential. Data skills and metrics are marketplace imperatives.
Some of the world’s largest companies have created extensive marketing communication training programs as they feel many colleges and universities are not providing their graduates with the hard and soft skill sets necessary to operate in a data driven, digital environment.
Their graduates don’t know: the contemporary marketing practices or the vocabulary, how data is actually collected and used, the basic functions of digital software supporting IMC, or the metrics used to evaluate brand—consumer interactions and messaging in today’s complex digital environment.
Based on requests from stakeholders in IMC’s education-to-marketplace chain, the authors of Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era provide students with comprehensive coverage of the new world of IMC.
What you WILL find in Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era:
- A data driven, consumer centric approach that’s in-synch with the current always-on IMC environment.
- Focus on the most durable principles of IMC, stressing best industry practices, such as: digital transformation, the consumer journey with touchpoints, enhancing the consumer experience, and the brand—consumer value exchange.
- The three foundational IMC documents—consumer profile, creative brief, and media plan—serving to unify strategies and tactics.
- Coverage of the software and essential metrics used—IMC’s major management tools.
- Strategy and tactics for using the main IMC digital assets: digital display ads, content marketing, ecommerce, email, mobile, search, social, social analytics and streaming audio and video.
- Details of budgeting, data analysis and creative strategies—plus the tactics to yield success.
- How to apply strategic and theoretical approaches to message creation.
- Concise backgrounders on traditional media and digital messaging platforms.
- Language and terms as they are applied in the marketplace…you’ll be able to talk-the-talk.
- Authors with actual work experience in IMC and related fields. They’ve consulted and worked for leading companies in the IMC and media spaces.
What you will NOT find in Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era:
- A book lacking a unified, integrated focus and details of current best practices.
- An overload of gratuitous photos and dated advertising examples.
- Excessive coverage of historical and legacy theories, concepts, practices and topics.
- Lack of detail on topics and techniques today’s marketers actually use.
- A dominant brand or product centric orientation.
- A book largely based on the communication and marketing principles of the 1990s that has a few add-ons to appear more current.
- A book that avoids the math involved in IMC … and most of IMC math is simple.
- Coverage of key strategies or tactics, with little or no explanation of how they are executed.
1. Integrated Marketing Communication in the Age of Digital Disruption
2. Consumer and Audience Behavior
3. Brands, Branding and Consumer Experiences
4. IMC Strategic Planning, Objectives and Media Planning
5. Message Strategies and Content Asset Management
6. Message Tactics
7. Traditional Advertising and Media Resources
8. Digital Basics, Direct Marketing, Email, Ecommerce and Website Resources
9. Digital Display, Search, Content Marketing and Mobile Resources
10. Social Media: Influencers and Listeners
11. Public Relations Resources
12. Sales, Promotion and Sponsorship Resources
13. IMC Ethics and Regulation
Thomas R. Flynn has served as president of the Eastern Communication Association and Chair of the Department of Communication at Slippery Rock University.
His teaching specialties include: communication law, integrated marketing communication, public relations and research methods. Flynn holds communication degrees from the University of Toledo (B.A.), Ohio University (M.A.) and the University of Nebraska (Ph.D.).
His consulting specialty is program development and assessment. He applied these skills in guiding development of SRU’s comprehensive Integrated Marketing Communication and Public Relations degree programs and has advised a number of outside agencies. Academically, Flynn’s authored over a dozen publications and made numerous professional paper presentations. He has also given a number of convention workshops on developing and curating IMC programs in higher education. Flynn admits to being an avid Cleveland baseball fan.
James R. Smith has over a decade of professional experience in advertising, public relations, newspaper, radio, and television. He taught in areas ranging from advertising and media management to research methods and sales. Smith is Professor Emeritus, Digital Media and Journalism, at SUNY-New Paltz. In the private sector, Smith has provided research and consulting services to organizations such as: ABC, Discovery, ESPN, HBO, NPR, the New York Stock Exchange, Time Inc., Warner Bros., Weather Channel, and various financial and investment banking firms. He holds communication degrees from Pennsylvania State University (Ph.D.), the University of Connecticut (M.A.), and the University of Nebraska (B.S.). Smith is Past President of the Broadcast Education Association and has also; served as department chair, led international advertising certificate programs, developed numerous online courses and has published in various professional journals.
Michael Walsh is Chair of the Marketing Department at West Virginia University’s John Chambers College of Business and Economics. Before receiving his doctorate from the University of Pittsburgh, Walsh served as a senior vice president at both Ketchum Advertising and TBWA Chiat Day. Walsh has worked with clients such as: Nationwide Insurance, Pizza Hut, PNC Bank, PPG Industries, and Rockwell International.
Walsh’s teaching interests focus on integrated marketing communications, service marketing and consumer behavior. He’s also authored numerous academic articles and papers. While at WVU, Walsh has received awards for Outstanding Teaching and Outstanding Service. He is actively involved with the American Marketing Association and the Association for Consumer Research.
Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era explains better than any other how to build synergy between marketing and communications channels, and how digital media supports an integrated strategy from conception to implementation.
Bonnie Harris
Wax Marketing, Inc.
As a professor in the field of communication, I have been search for years for a marketing textbook that really focuses on the communicative aspects of marketing. My current book was good about 10 years ago, but hasn't stayed up on the latest digital trends. Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era is extremely valuable because it combines the expertise and experience of three authors with different backgrounds. They have created a book that combines theory, industry terminology and the latest trends in marketing and advertising from an industry-insider's perspective. The chapters are packed with information that will really give students an idea about how current marketing works with effective visuals and up-to-date examples. It's fantastic! I also love that the authors have created ancillary items to accompany the text--lecture slides, video suggestions, updates with current events and a test bank. I've never had this type of resources before and I think they will really make my class better. In addition, the authors have been so helpful and that has made a big difference in my choice to adopt the book. Whenever I encountered issues they have quickly responded in a very friendly way. Knowing how responsive they are to my questions makes me confident I can handle any challenges that might emerge in the coming quarter.
Karen K. Myers, Ph.D.
Professor and Director of Graduate Studies
Department of Communication
University of California, Santa Barbara
In addition to being a comprehensive college textbook, it’s also an industry text for professionals. Recent cases are nuanced enough to distill how important digital marketing is to the IMC ecosystem. This book also does a fine job discussing digital strategies, targeting and using consumer data categories to refine marketing efforts.
The comprehensive chapters cover major topics such as; the attention economy, brand management, campaign budgeting, content marketing, loyalty programs, social media, strategic planning, and traditional media. I really appreciate the detail and focus on metrics.
Anthony Palomba
Darden School of Business
University of Virginia