Integrated Marketing Communication - Böcker

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.

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.

A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.

In this book, Christina L. McDowell Marinchak and Sarah M. DeIuliis explore ways to unite corporate communication and integrated marketing communication (IMC ) by better understanding the human communication relationships people have with companies and brands in a technological age. Specifically, the authors analyze the historical development of corporate communication and IMC, the importance of rhetorically engaging audiences ethically, and the relationship between organizational culture and corporate communication and IMC practices. Drawing on a wide array of popular culture and industry examples, McDowell Marinchak and DeIuliis provide a practical approach and argument for bringing together corporate communication and IMC to better understand audience in business practices. In an age where the connection between consumption and identity are further compounded by communication technologies, this approach offers an ethical and pragmatic way to reach audiences beyond stakeholders. Scholars of communication, public relations, and business will find this book of particular interest.

Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection—in the past, it was a novelty to see a politically active celebrity; today, it’s becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates’ brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates’ brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.

Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection—in the past, it was a novelty to see a politically active celebrity; today, it’s becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates’ brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates’ brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.

Social media influencer marketing emerged in Web 2.0 as a new form of celebrity endorsement in which the Internet-famous create word-of-mouth marketing for brands and organizations on their personal social media pages, blurring the line between organic and sponsored content for their followers. This book explores social media influencer marketing through the lens of philosophy of communication with a praxis-centered approach. Kati E. Sudnick utilizes a multitude of theoretical touchstones—including Christopher Lasch’s narcissistic culture, Marshall McLuhan’s global village, Daniel Boorstin’s human pseudo-event, Jacques Ellul’s propaganda, and the interplay between charismatic leadership and parasocial relationships—in order to consider consequences surrounding Hannah Arendt’s social condition, which appears in hyper-form within social media influencer marketing as a major integrated marketing communication tool. Sudnick applies these concepts to three major case studies surrounding Audible, BetterHelp, and Fyre Festival, drawing implications and conclusions for this integrated marketing communication tactic in an era entrenched within the banality of the social. Ultimately, the author argues for a more aware and conscientious public when it comes to engaging with influencers online. Scholars of communication, philosophy, and media studies will find this book of particular interest.

Integrated Marketing Communications in Risk and Crisis Contexts is part of the Lexington Books Integrated Marketing Communication (IMC) series. The authors present a culture centered model for examining risk and crisis communication within the context of IMC to provide a more robust understanding of myriad cultural variables affecting the perception of risk and crisis messages and the means by which these messages are processed by different publics, particularly multicultural and international groups. While the conceptualization of what constitutes IMC has been broad, from the perspective of risk and crisis communication, the focus is quite specific: All communication and messages created and disseminated in a risk or crisis situation must be carefully created and strategically presented if the intended outcomes associated with the publics' responses are to be realized by the sender of the messages.