Description
Book SynopsisIntegrated 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. This book explores how IMC, as grounded in the communication discipline, creates spaces for community engagement and collaboration.
Trade ReviewIntegrated Marketing Communication: Creating Spaces for Engagement expands IMC beyond its traditional business context. Communication students will welcome case studies of Starbucks’ fair trade work, Coca-Cola’s controversial 2014 Super Bowl ad, CVS’s stop-smoking campaign, and crisis communication at the Red Cross, while graduate students and faculty will benefit from the connections these and other cases draw between theory and practice. -- Karen Russell, University of Georgia
The word 'engagement' is invoked a lot in communication and marketing contexts, and it has unfortunately become a mere buzzword. These case studies and research perspectives transform engagement into full-bodied strategies and actions that move the needle with audiences and consumers served by companies, government or nonprofits. The editors and authors use the rich language of integrated marketing to build connections in many contexts and for many purposes, showing the real power of synthesis and collaborative communicative actions. -- Jacqueline Lambiase, Texas Christian University
As the most recent contribution exemplifying the rhetorical turn in integrated marketing communication (IMC), this much-needed collection explores event planning, crisis communication, public relations, advertising, social media, branding, and promotions in diverse for-profit and not-for-profit IMC contexts. Through theoretically-informed case studies providing outstanding traction for application, the contributors to this project frame IMC as communicative praxis in a scholarly, accessible format. Persuit and McDowell Marinchak are to be commended for their fine work on the first volume in the new Integrated Marketing Communication series put out by Lexington Books. -- Janie Harden Fritz, Duquesne University
Table of ContentsContents Acknowledgments Introduction Chapter 1: Engaged Communicative Consumption: How IMC Campaigns Generate a Space for Civic Conversation By Christina L. McDowell Marinchak and Jill K. Burk Chapter 2: Integrated Marketing Communication and Customer Engagement: "It's Beautiful" By Daniel U. Assmus Chapter 3: Integrated Marketing Communication and Event Planning: An Academic Conference in the Charm City By Leeanne M. Bell McManus and Chip Rouse Chapter 4: Integrated Marketing Communication and Goods as Toys: Marketing Childhood to Adults By Paul A. Lucas Chapter 5: Integrated Marketing Communication and Public Relations: Epideictic Rhetoric, kairos, and Ireland’s Vote Yes Campaign By Jeanne M. Persuit Chapter 6: Integrated Marketing Communication and Social Media: “Coordinated Management of Meaning” and Entrepreneurship By Cassandra Vinhateiro and Vernon E. Cronen Chapter 7: Integrated Marketing Communication and Public Health Campaigns: Let’s Quit Together By Kelli L. Fellows Chapter 8: Integrated Marketing Communication and Crisis Communication: The American Red Cross By Amanda G. Mckendree Chapter 9: Integrated Marketing Communication and Demarketing: The Demand for Weber and Rationality By Jeremy Langett Chapter 10: Integrated Marketing Communication in a Networked Society: Engaging Professionals and Educators By Kees van het Hof and David E. Weber Conclusion About the Contributors
