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Integrated Marketing Communication: Creating Spaces for Engagement de Jeanne M. Persuit

Integrated Marketing Communication: Creating Spaces for Engagement: Integrated Marketing Communication

Editat de Jeanne M. Persuit, Christina L. McDowell Marinchak Contribuţii de Daniel Assmus, Jill K. Burk, Vernon E. Cronen, Kelli Lynn Fellows, Kees van het Hof, Jeremy Langett, Paul A. Lucas, Amanda G. McKendree, Leeanne M. Bell McManus, Chip Rouse, Cassandra Vinhateiro, David E. Weber
en Limba Engleză Paperback – 31 aug 2018
Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.
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Specificații

ISBN-13: 9781498540049
ISBN-10: 149854004X
Pagini: 286
Ilustrații: 4 b/w illustrations; 2 tables;
Dimensiuni: 150 x 222 x 15 mm
Greutate: 0.3 kg
Editura: Bloomsbury Publishing
Colecția Lexington Books
Seria Integrated Marketing Communication

Locul publicării:New York, United States

Cuprins

Contents

Acknowledgments

Introduction

Chapter 1: Engaged Communicative Consumption: How IMC Campaigns Generate a Space for Civic Conversation
By Christina L. McDowell Marinchak and Jill K. Burk

Chapter 2: Integrated Marketing Communication and Customer Engagement: "It's Beautiful"
By Daniel U. Assmus

Chapter 3: Integrated Marketing Communication and Event Planning: An Academic Conference in the Charm City
By Leeanne M. Bell McManus and Chip Rouse

Chapter 4: Integrated Marketing Communication and Goods as Toys: Marketing Childhood to Adults
By Paul A. Lucas

Chapter 5: Integrated Marketing Communication and Public Relations: Epideictic Rhetoric, kairos, and Ireland's Vote Yes Campaign
By Jeanne M. Persuit

Chapter 6: Integrated Marketing Communication and Social Media: "Coordinated Management of Meaning" and Entrepreneurship
By Cassandra Vinhateiro and Vernon E. Cronen

Chapter 7: Integrated Marketing Communication and Public Health Campaigns: Let's Quit Together
By Kelli L. Fel

Recenzii

Integrated Marketing Communication: Creating Spaces for Engagement expands IMC beyond its traditional business context. Communication students will welcome case studies of Starbucks' fair trade work, Coca-Cola's controversial 2014 Super Bowl ad, CVS's stop-smoking campaign, and crisis communication at the Red Cross, while graduate students and faculty will benefit from the connections these and other cases draw between theory and practice.
The word 'engagement' is invoked a lot in communication and marketing contexts, and it has unfortunately become a mere buzzword. These case studies and research perspectives transform engagement into full-bodied strategies and actions that move the needle with audiences and consumers served by companies, government or nonprofits. The editors and authors use the rich language of integrated marketing to build connections in many contexts and for many purposes, showing the real power of synthesis and collaborative communicative actions.
As the most recent contribution exemplifying the rhetorical turn in integrated marketing communication (IMC), this much-needed collection explores event planning, crisis communication, public relations, advertising, social media, branding, and promotions in diverse for-profit and not-for-profit IMC contexts. Through theoretically-informed case studies providing outstanding traction for application, the contributors to this project frame IMC as communicative praxis in a scholarly, accessible format. Persuit and McDowell Marinchak are to be commended for their fine work on the first volume in the new Integrated Marketing Communication series put out by Lexington Books.