Integrated Marketing Communications

Dr Edwina Luck is a Senior Lecturer within The School of Advertising, Marketing and Public Relations at QUT’s Business School. She has taught for over 20 years within Higher Education. Her research specialist areas include Consumer Behaviour, IMC, Marketing Education, Virtual Social Networks, Not for Profit, Generation Y and is published in these areas. She has attended many International conferences, been interviewed in local and state media and her opinion is sought in aspects of social media. She has participated in expert panels and been a keynote speaker at conferences, speaking on the topic of social media. Edwina has won two coveted QUT Vice Chancellor’s Awards for Excellence in Teaching, Innovation and Partnerships. Dr Nigel Barker is an adjunct lecturer for The University of Adelaide and the Adelaide Graduate School of Business and regularly lectures for various graduate schools and universities throughout Australia and overseas. Nigel has taught a wide range of subjects including Strategic Marketing, International Marketing, Consumer Behaviour, Marketing Communications and Brand Management. Following his move from the UK in 1997 where Nigel held a range of marketing positions, he gained his Masters in Marketing from Charles Sturt University. Nigel now focuses most of his attention on academic lecturing and undertakes many classes for both The University of Adelaide and AGSB. Nigel also runs his own marketing consultancy and has undertaken projects for a range of Adelaide-based organisations as well as for various government institutions in conjunction with his lecturing commitments. Dr Anne-Marie Sassenberg is a Lecturer in Marketing at the University of Southern Queensland in Brisbane, Australia. She holds a PhD in Sport Management from the University of Southern Queensland and has worked at universities in Australia and South Africa for more than 20 years. Anne-Marie has recently published in Sport Marketing Quarterly and the International Journal of Organisational Behaviour. Her current work is in the areas of sport brand image and sport sponsorship. Her teaching expertise includes consumer behaviour, promotion management, marketing management, marketing channels and global marketing. Bill Chitty was a lecturer in marketing at the Murdoch Business School. He taught, and had a research interest in, marketing communications and services marketing. He co-authored several refereed conference papers that were presented at various academic conferences in Australia and overseas, and research papers that have been published in the Journal of Marketing Communication, the Journal of Internet Business Studies, Marketing Intelligence and Planning and Psychology and Marketing. He has also co-authored two other marketing texts – Marketing 3 and Services Marketing. Prior to joining Murdoch University in 1992, Bill was employed as a marketing manager in the telecommunications industry responsible for the marketing of network products. Terence Shimp is a distinguished professor emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has been published widely in marketing, consumer behavior and advertising, and has received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland. J. Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing at Marquette University, where he has been a faculty member for 32 years. Dr. Andrews recently served as a social scientist (Center for Tobacco Products), senior scholar (Center for Food Safety and Applied Nutrition) and on the Risk Communication Advisory Committee with U.S. Food & Drug Administration in Washington, DC. Dr. Andrews has been responsible for ad copy testing efforts on the Behavior Change Expert Panel for the National Youth Anti-Drug Media Campaign, working with Ogilvy & Mather and FCB ad agencies in New York, NY. He has been Editor of the Journal of Public Policy & Marketing, for which he earned honors as Reviewer of the Year three times and twice won the Kinnear/JPPM Award for article of the year. Dr. Andrews also served as a Consumer Research Specialist in the Division of Advertising Practices with the Federal Trade Commission in Washington, DC, earning the FTC’s Award for Meritorious Service. Through the Advertising Education Foundation, he has held visiting professor positions with Coca-Cola Foods in Houston and with the Fitzgerald & Co. advertising agency in Atlanta. His work has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of International Business Studies, Journal of Retailing, Tobacco Control and the American Journal of Public Health, among others. Dr. Andrews received his Ph.D. in Marketing from the University of South Carolina.

• Part 1: Integrated marketing communications – an ever- changing conceptual framework1. Integrated marketing communications foundations and the rise of digital2. Persuasive communication and consumer attitudes3. Market segmentation and brand positioningPart 2: Managing and planning for integrated marketing communications4. Establishing objectives and budgeting for IMC campaigns5. Managing message creation and strategies6. Media planning and analysisPart 3: Media channels and IMC elements7. Broadcast media8. Print and support media9. Digital marketing, behavioural targeting & search10. Social Media marketing11. Direct marketing and Sales promotion12. Personal selling and relationship marketing13. Marketing public relations and sponsorship marketingPart 4: Evaluating integrated marketing communications14. Evaluating integrated marketing communication effectivenessAppendix to Chapter 14: IMC Plan