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.
- ISBN10 0195596714
- ISBN13 9780195596717
- Publish Date 23 April 2019
- Publish Status Active
- Publish Country AU
- Publisher Oxford University Press Australia
- Imprint OUP Australia and New Zealand
- Format Paperback
- Pages 544
- Language English