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Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era

Author(s): THOMAS R. FLYNN, James R. Smith, Michael Walsh

Edition: 1

Copyright: 2021

Pages: 476

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The entire Integrated Marketing Communication ecosystem is alive 24/7 every day. Data skills and knowing metrics are more important than ever.

Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era is a data-driven, consumer centric approach that’s in sync with today’s always-on IMC environment. Based on the authors’ work experience in IMC and related fields, the publication focuses on the most durable principles of IMC, stressing best industry practices, such as: digital transformation, the consumer journey with touchpoints, enhancing the consumer experience (CX) and the value exchange.

Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era by Thomas R. Flynn, James R. Smith, and Michael F. Walsh:

  • Integrates the three foundational IMC documents—consumer profile, creative brief and media plan.
  • Includes coverage of COVID-19’s impact across various IMC processes.
  • Identifies critical metrics for digital tools: digital display ads, content marketing, ecommerce, email, experiential marketing, mobile, search, social, social analytics, streaming audio/video, traditional media and websites.  
  • Covers timely topics such as:  AI, brand purpose, digital voice assistants and PR’s shift to social media.
  • Details budgeting, branding, creative, data analysis, public relations, promotion, traditional and digital media strategies—plus the tactics for improving successful outcomes.
  • Explains application of strategic and theoretical approaches to message creation process.
  • Describes marketing and messaging automation software  powering data driven IMC—advertising, cloud marketing/messaging platforms, programmatic media buying,   
  • Reviews critical regulatory and consumer protection concerns.
  • Helps readers talk-the-talk!  With language and terms as currently used in the marketplace.

Highly suitable for courses or professional/certificate training programs in advertising, advertising campaigns, applied communication, digital marketing, integrated marketing communication, marketing communication, public relations, and strategic marketing.

1. IMC in the Data Driven, Consumer Centric Era

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

Index

THOMAS R. FLYNN

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

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

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.

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

Related ISBN's: 9781524943820, 9781792447600

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