Integrated Marketing Communication: A Practical Approach
Edition: 1
Copyright: 2019
Pages: 116
Edition: 2
Copyright: 2020
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Technology has changed the way people interact with brands. Today value is co-created between the brand and the audience, and consumer reviews and social media have shifted the power and control of the marketing message from marketeers to consumers. Marketing Communication interacts in real time with the public, and the amount of data available allows us—and the competition—to know more than ever about the consumer. Integrated Marketing Communication: A Practical Approach, 2nd Edition recognizes all these changes and the needs for an integrated strategy in Marketing Communication.
Grounded on the lasting research from academia, consulting and technology companies, in addition to the author’s own professional experience as a consultant for more than 12 years—including leading a presidential marketing campaign in South America— this textbook presents a practical approach to IMC that guides students on how to make IMC-informed strategic decisions, design a brand experience, and map and choose the right mix of customer touchpoints.
This second edition goes deeper on each of the specific touch points and includes a completely new chapter related to personal selling and marketing.
Chapter 1: Introduction to Integrated Marketing Communication
Learning Objectives
IMC Defintions So, What Is Marketing?
What Is Communication?
Then, What Is IMC?
Marketing Integration
Toward an IMC Framework
Book Structure
Chapter 2: Understanding Brand Context: Problems, Actors, and Customers
Learning Objectives
Understanding First: Let the Research Lead Your Strategy
What Do We Look For?
What Barriers Do We Have to Achieving Our IMC Objectives?
Research in IMC
Using Surveys for IMC strategies
Focus Groups and Interviews
Observation, Ethnography, and Netnography
Social Listening in the New Media
Mapping Social Networks and Influencers in Social Media
Voice of the Customer (VOC)
Web Analytics for Marketing
Consumer Decision-Making Process and the Customer Journey
Mapping Touchpoints
Exercise: Mapping Touchpoints
Customer Brand Decisions
Context and Culture
Chapter 3: Segmentation, Targeting, and Positioning
Learning Objectives
STP and the Principles of Marketing
The Segmentation Process
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Benefit Segmentation
Segmentation in Practice: Research for Segmentation
Selecting the Target Segment
Choosing Your Positioning
About Customer Personas
Chapter 4: Brand Creation and Development
Learning Objectives
Brand and Brand Equity
Brand Elements
Brand Elements: The Brand Name
Brand Elements: Logos
Brand Elements: Slogans
Crafting the Brand Message Strategy
The Power of Brand Stories
An holistic View of the Brand Message:
Developing a Brand: Brand Personality and the Brand Voice
Brand Portfolio and Brand Extension
Chapter 5: IMC Mix Planning
Learning Objectives
Setting Your Objectives
Planning the IMC Mix: Understanding the Media
Setting Your Metrics
Deployment and Budgeting
Choosing the IMC Mix
Chapter 6: Advertising the Brand
Learning Objectives
The Importance of Advertising
Creativity in Advertising
Creating the Advertising Message
The Message Theme
Message Appeals
Executional Framework
The Creative Concept
Traditional Media
Television
Radio
Out-of-Home
Print Media
Choosing an Advertising Agency
Chapter 7: The Digital Brand
Learning Objectives
The Digital Revolution
Online Advertising
Display Advertising
Native Ads and Sponsored Content
E-mail Marketing
Video Advertising
Search Engine Marketing
In-Bound and Out-Bound Marketing
Search Engine Optimization (SEO)
Content Marketing
Mobile Marketing
Chapter 8: The Social Brand
Learning Objectives
Social Media Marketing
Social Media Today
Facebook
YouTube
Twitter
Instagram
LinkedIn
Snapchat
Building a Social Media Presence
Strategies for Social Media
Content Management and User-Generated Content
Online Brand Community
Influencer Marketing
Growth Hacking/Marketing
The Future
Chapter 9: The Public Brand
Learning Objectives
The Brand in the Eye of the Public
Managing Public Relations
Application Exercise: Press Kit
The Brand under Attack
Strategies for Real Transgressions
Strategy for Not-Real Transgression
Events and Sponsorships
Ambush Marketing
Brand Placement
Chapter 10: Promoting the Brand
Learning Objectives
Sales Promotions
Setting Sales Promotions Objectives and Metrics
Risk of Sales Promotions
Types of Consumer Promotions
Coupons
Discounts, Refunds, and Rebates
Premiums
Sweepstakes and Contests
Sampling
Loyalty
Chapter 11: The One to One Brand
Learning Objectives
Marketing One to One
Personal Selling and Sales Organization
Aligning Sales and Marketing
Marketing, Sales, and a Shared Message
Integrating Sales and IMC Objectives
Quality Leads and Pipeline Agreements
Getting a Service-Level Agreement
Databases and the New Technology
Direct Response Marketing
Dr. Dino Villegas is an Associate Professor of Practice in the area of Marketing at the Rawls College of Business, Texas Tech University. His research interests cover areas such as social media, marketing communications, communication strategies, branding and netnography.
Dr. Villegas has over a decade of experience as a consultant in industries such as mining, construction, postal services, transport, financial services, retail, telecommunications, non-profits organization and politics, among others. He is the Vice President of the Iberoamerican Communication Strategies Forum (FISEC), a research effort that brings together academics from over 20 countries.