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Integrated Marketing Communication: A Practical Approach

Author(s): Dino Villegas

Edition: 2

Copyright: 2020

Details: Ebook w/KHQ | 180 days |

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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

Dino Villegas

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.

Related ISBN's: 9781792423345

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Details Ebook w/KHQ 180 days