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Integrated Marketing Communication: A Balanced Approach

Integrated Marketing Communication: A Balanced Approach

Paperback

Medical Reference

ISBN10: 0195596714
ISBN13: 9780195596717
Publisher: Oxford Univ Pr
Published: Aug 16 2019
Pages: 544
Weight: 1.95
Height: 0.70 Width: 8.10 Depth: 9.80
Language: English
Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.

Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.

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Medical Reference