Integrated Communication: Synergy of Persuasive VoicesEsther Thorson, Jeri Moore Psychology Press, 1996 - 386 pages This book presents some of the latest and best thinking on the advantages and challenges of integrated marketing communication. Marketers who read this book will find new ways to think about their day-to-day decisions. They will find strategic and tactical advice, new views of basic marketing relationships, and innovative answers to familiar questions. Marketing professors who read this book will find examples that can make them better teachers. They will find interesting, interactive cases, and front-line perspectives that will prepare their students to confront the integrated future. Marketing researchers who read this book will find concepts and methods that can make their work more valid. The core concept says that the main effects of real-world communication programs are not necessarily the "main effects" researchers measure in traditional surveys and experiments. Instead, in many real communication situations, the main effects are interactions. |
Contents
The Concept Process and Evolution of Integrated | 13 |
How Leading Advertising Agency Media Directors View | 35 |
The Vulnerability of Integrated Marketing | 51 |
Implications for Integrated | 65 |
The Company Voice | 87 |
Brand Equity and Integrated Communication | 103 |
Strategic Planning for Integrated Marketing | 135 |
Examining | 153 |
Integrated Marketing Communication in a Public Service | 233 |
Two Cases and Some | 243 |
First Steps in Measuring Total | 259 |
THE ROLE OF PUBLIC RELATIONS | 285 |
An Orphan of Marketing Research | 305 |
THEORETICAL SUMMARY A RESEARCH | 331 |
Some General Observations About Research | 355 |
Author Index | 369 |
Other editions - View all
Integrated Communication: Synergy of Persuasive Voices Esther Thorson,Jeri Moore Limited preview - 2013 |
Integrated Communication: Synergy of Persuasive Voices Esther Thorson,Jeri Moore Limited preview - 2013 |
Common terms and phrases
activities Advertising Age advertising agencies Advertising Research Advertising Research Foundation approach attitude BBDO behavior brand associations brand equity campaign channels of distribution chapter clients cognitive responses communication effects communications program communications tools concept constellation Consumer Research coordinated coupon create creative credibility decisions direct marketing distribution channels evaluate example exposure firm IMC programs impact important increase integrated communications integrated marketing communications interaction involvement Johnson & Johnson Journal of Advertising Journal of Consumer Journal of Marketing lifestyle marketing mix Marketing Research mass media measure media directors media planners media planning memory nications organization organizational packaging persuasion potential product or service product placement product publicity public relations purchase radio retail retrieval cues role sales promotion Segment social stage stakeholders strategy structure suggests sumers target audience television theory tion Tool Tool Tool traditional Tylenol types vehicles