000			11454nam a22005053i 4500
001			EBC6801911
003			MiAaPQ
005			20241230085659.0
006			m o d |
007			cr cnu||||||||
008			241227s2021 xx o ||||0 eng d
020			_a9781000485646 _q(electronic bk.)
020			_z9780367443368
035			_a(MiAaPQ)EBC6801911
035			_a(Au-PeEL)EBL6801911
035			_a(OCoLC)1285169334
040			_aMiAaPQ _beng _erda _epn _cMiAaPQ _dMiAaPQ
050		4	_aHF6146.I58 J875 2022
082	0		_a659.144
100	1		_aJuska, Jerome M.
245	1	0	_aIntegrated Marketing Communication : _bAdvertising and Promotion in a Digital World.
250			_a2nd ed.
264		1	_aOxford : _bTaylor & Francis Group, _c2021.
264		4	_c�2022.
300			_a1 online resource (331 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
505	0		_aCover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Detailed Contents -- Dedication -- Author -- Foreword -- Preface -- Chapter 1 Artificial Intelligence: Another Digital Transformation for the Future of Marketing -- Learning Objectives -- Introduction -- What Is Artificial Intelligence? -- Definition of Artificial Intelligence -- Threats to Privacy -- Human and Machine Communication -- Data-Driven Marketing -- Marketing Technology's Digital Landscape -- Facial Recognition -- Definition of Facial Recognition -- Surveillance Environments -- Public Places -- Homes and Apartments -- Offices and Warehouses -- Retail Stores -- Transportation -- Social Media -- Companies Using Facial Recognition -- Disney Theme Parks -- McDonald's -- Walmart -- Chevron -- MAC Cosmetics -- MasterCard -- Privacy Rights and Laws -- Biometric Privacy Act -- Consumer Concerns -- Interactive Voice Commerce -- Voice Assistants and Smart Speakers -- Definition of Voice Commerce -- What Is an API? -- Seamless Voice Purchasing -- Synthetic Media -- Definition of Synthetic Media -- Digital Avatars -- Text-to-Speech Video Technology -- Virtual Backgrounds -- Music Tracks -- Applications for Integrated Marketing Communications -- Dangers of Deep Fakes -- Three-Dimensional Social Media -- Artificial Reality -- Virtual Reality -- Oculus Headset Equipment -- Facebook Horizon -- Personal Identity Chips -- Orwellian Images -- Radio-Frequency Identification (RFID) Technology -- Starlink: The Alternative Internet -- Who Owns the Internet? -- Elon Musk and Starlink -- Private Internet Systems -- Summary -- Discussion Questions -- Chapter Assignments -- Chapter 2 Integrated Marketing Communication: Pathways for Brand Messages and Content -- Learning Objectives -- Introduction -- Definition of IMC -- Communication Pathways -- Advertising -- Sales Promotion.
505	8		_aPublic Relations -- Brand Visibility -- Digital Platforms -- Personal Contact -- Message Consistency -- IMC Industry Structure -- Advertisers -- Consumer Advertising -- B2B Advertising -- Agricultural Advertising -- Government Advertising -- Non-Profit Advertising -- Advocacy Advertising -- Agencies -- Types of Agency -- Methods of Compensation -- Employment Positions and Functions -- Selection Procedures for a New Agency -- Media -- Suppliers -- Research Firms -- Production Companies -- Independent Consultants -- Technological Support -- The Customer's Journey -- AIDA Model -- Sales Funnel -- Top of the Funnel -- Middle of the Funnel -- Bottom of the Funnel -- Attribution Model -- The IMC Planning Process -- Purpose of the Plan -- Responsibility for Development -- Procedures for Approval -- Structure of the IMC Plan -- Executive Summary -- Marketing Research -- Segmentation Strategies -- Target Audience -- Communication Objectives -- Budget Allocations -- Creative Message Strategies -- Media Delivery Strategies -- Performance Metrics -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 3 Marketing Research Methods: Collecting and Analyzing Input for Decision-Making -- Learning Objectives -- Introduction -- Why Research Is Needed -- Types of Research -- Quantitative Research -- Qualitative Research -- Marketing Research Categories -- Industry Research -- Product Research -- Communication Research -- Consumer Research -- Secondary Marketing Research -- Internet Search -- Syndicated Reports -- Industry Associations -- Business Media -- Government Documents -- Academic Journals -- Consulting Companies -- Library Databases -- Primary Research -- Zoom Online Sessions -- Traditional Focus Groups -- Social Media Listening -- Brand Website Analysis -- Digital Research Surveys.
505	8		_aPersonal Interviews -- Behavioral Observations -- Role-Playing Exercises -- Projective Techniques -- Summary -- Discussion Questions -- Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 4 IMC Objectives and Budgets: Funding Methods and Allocating Financial Resources -- Learning Objectives -- Introduction -- Funding Sequence for IMC -- Estimating Costs -- Marketing Approvals -- Budget Calculation Methods -- Historic Patterns -- Annual Increases -- Industry Ratios -- Percentage of Sales -- Fixed Amount per Unit -- Market Share Strategies -- Share of Voice -- IMC Objectives -- Share of Media Expenditures -- Media Models -- Competitive Plus -- Break-Even Points -- New Brand Entries -- Predictive Algorithms -- Writing IMC Objectives -- Requirements for Objectives -- Budget Allocation Strategies -- Allocation by IMC Category -- Allocations by Product Life Cycle -- Allocation by Time Periods -- Allocation by Geographic Potential -- Flexible Budget Adjustments -- Competitive Activity -- New Brand Introductions -- Media Cost Increases -- Unexpected Opportunities -- Fiscal Year-End Reductions -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 5 Segmentation Strategies: Prioritizing Target Groups for Effective Brand Communication -- Learning Objectives -- Introduction -- Importance of Segmentation -- Size of the Population -- Advertising Media Prices -- Relevance of Creative Content -- Financial Affordability of Products and Services -- Positioning of Competitive Brands -- Maximizing Return on Investment (ROI) -- Consumer Segmentation Categories -- Demographic Segmentation -- Age -- Gender -- Income -- Marital Status -- Family Size -- Ethnic Heritage -- Race -- Religion -- Sexual Identification -- Choice of Residence -- Physical Attributes -- Health Status.
505	8		_aGeographic Segmentation -- Traditional Definitions -- Zip Codes -- Core Based Statistical Areas (CBSAs) -- Designated Market Areas (DMAs) -- Company Sales Regions -- Psychographic Segmentation -- Personality -- Life Style -- Values -- Attitudes -- Activities -- Behavioral Segmentation -- Buyer Status -- First Time Buyers -- Brand Switchers -- Brand Loyal -- Purchase Rate -- Developing Audience Profiles -- Existing Customers -- Competitive Brands -- Media Composition -- Prioritizing Target Audiences -- Primary Target Audience -- Secondary Target Profile -- Focused Target Segment -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 6 Creativity Strategies and Advertising: The Storytelling Process, People, and Procedures -- Learning Objectives -- Introduction -- What Is Creativity? -- Definition of Creativity -- Cognitive Structuralism -- Physiology of Your Brain -- Cognitive Spheres -- Measuring Creativity -- Personality Characteristics -- Developing Creative Ideas -- Brainstorming -- Morphing and Visualizing -- Creative Planning at Agencies -- Creative Teams -- Brand Briefs -- Buyer Personas -- Storytelling Frameworks -- Animation -- Announcer -- Aspirational -- Before/After -- Blended -- Celebrities -- Comparison -- Demonstration -- Dramatization -- Emotional -- Entertainment -- Episodes -- Fantasy -- Fear -- Historical -- Humor -- Inspirational -- Life style -- Mystery -- Negative -- Problem/Solution -- Real people -- Romantic -- Sexual energy -- Shock value -- Slice-of-life -- Teaser -- Technical -- Testimonial -- User-Generated -- Format for Creative Proposal -- Copy and Layout -- Audio Scripts -- Wireframes -- Evaluating Creative Presentations -- Agency Perspective -- Advertiser's Reaction -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study.
505	8		_aIMC Plan Development -- Chapter 7 Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content -- Learning Objectives -- Introduction -- Digital Media Pathways -- Paid, Owned, and Shared Media -- Consumer-Generated Content -- Understanding the Media Spectrum -- Web-Centric Marketing -- Omnichannel Media -- Television Delivery Systems -- Mobile Apps -- Advertising Costs in Digital Media -- Audience/Price Relationship Model -- Cost-Per-Thousand -- Impressions -- Brand Websites -- Landing Page -- Home Page -- Visual Design -- Interior Pages -- Navigation -- Dashboard Metrics -- Retargeting -- Social Media Platforms -- Advertising on Social Media -- Budgets -- Audience Selection -- Time Scheduling -- Messages -- Measurements -- Email Marketing -- List Building -- Subject Headlines -- Open-Rate Analysis -- Conversion Rate -- Streaming Video -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 8 Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns -- Learning Objectives -- Introduction -- Legacy Media Categories -- Media Terminology -- Reach -- Frequency -- Duplication -- Impressions -- Rating Points -- Gross Rating Points -- Target Rating Points -- Characteristics of Legacy Media -- Determining Media Objectives -- Purchasing Legacy Advertising -- Magazines -- Editorial Content -- Circulation -- Size of Advertisements -- Comparison of CPMs -- Newspapers -- Size of Advertisements -- Categories of Newspapers -- Newspaper Formats -- Newspaper Rates -- Television -- Availabilities -- The Pricing Grid -- Radio -- Station Formats -- Dayparts -- Average Quarter Hour (AQH) -- Cumes -- Total Audience Plans (TAP) -- Outdoor/Transit Advertising -- Outdoor Bulletin -- Showings -- Transit Advertising -- Preparing Media Spreadsheets -- Summary.
505	8		_aDiscussion Questions.
520			_aThis textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. It guides the reader through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands.
588			_aDescription based on publisher supplied metadata and other sources.
590			_aElectronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
650		0	_aInternet advertising.
650		0	_aInternet marketing.
655		4	_aElectronic books.
776	0	8	_iPrint version: _aJuska, Jerome M. _tIntegrated Marketing Communication _dOxford : Taylor & Francis Group,c2021 _z9780367443368
797	2		_aProQuest (Firm)
856	4	0	_uhttps://ebookcentral-proquest-com.mlisicats.remotexs.co/lib/ppks/detail.action?docID=6801911 _zClick to View
942			_2lcc _cEB
999			_c1140 _d1140