Integrated marketing communication in digital age (Record no. 8068)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 08447nam a22002297a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250101175416.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250101b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9789357466097 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.144 |
| Item number | KUM |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kumar, Divesh |
| 245 ## - TITLE STATEMENT | |
| Title | Integrated marketing communication in digital age |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Wiley India Pvt. Ltd. |
| Place of publication, distribution, etc. | New Delhi |
| Date of publication, distribution, etc. | 2024 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxvi, 570 p. |
| 365 ## - TRADE PRICE | |
| Price type code | INR |
| Price amount | 999.00 |
| 500 ## - GENERAL NOTE | |
| General note | Table of content:<br/>Section 1 Introduction to Integrated Marketing Communication<br/><br/>Chapter 1 Communication Theories and Process<br/><br/>1.1 Fundamental Communication Model<br/><br/>1.2 Cognitive Processing of Communication<br/><br/>1.3 Affective Processing of Communication<br/><br/>1.4 Basic Model of Communication<br/><br/>1.5 Advertising and Promotion Under Conjunction<br/><br/>1.6 Role and Significance of Advertising in Modern Age Geo-economics<br/><br/>Case 1.1 Air New Zealand: “Personality Allowed”<br/><br/>Case 1.2 Budweiser “Stand by You”<br/><br/>Case 1.3 Different Approaches, but Same Message<br/><br/>Chapter 2 IMC in Digital Age<br/><br/>2.1 The Changing Promotional Mix<br/><br/>2.2 The Growth of Advertising and Promotion<br/><br/>2.3 Integrated Marketing Communication<br/><br/>2.4 Regulatory Bodies for Advertisement<br/><br/>Case 2.1 Tesla–Offering Discounts<br/><br/>Case 2.2 Cadburys-Redefining Purpose<br/><br/>Case 2.3 McDonald’s #RaiseYourArches<br/><br/>Section 2 Consumer Behavior and IMC<br/><br/>Chapter 3 IMC and Consumer Behavior<br/><br/>3.1 An Overview of Consumer Behavior<br/><br/>3.2 Consumer Decision-Making Process<br/><br/>3.3 Consumer Learning<br/><br/>3.4 Environmental Influence on Consumer Behavior<br/><br/>3.5 Alternative Approaches to Consumer Behavior<br/><br/>Case 3.1 Peanut Butter Craze<br/><br/>Case 3.2 IKEA’s Easy Return Policy<br/><br/>Case 3.3 Zomato: Kachra Campaign<br/><br/>Chapter 4 Technology and Consumer Behavior<br/><br/>4.1 Technologies and Consumer Behavior<br/><br/>4.2 Technology as an Integration of Media<br/><br/>4.3 Consumer Behavior on Digital Platforms<br/><br/>4.4 Consumer Online Brand-Related Activities<br/><br/>4.5 Emerging Trends of Consumer Behavior via Mobile Devices and Digital Media<br/><br/>Case 4.1 Zomato uses AI and Deepfakes<br/><br/>Case 4.2 Droom–India’s New Motorplace<br/><br/>Case 4.3 Reddit Changed API Policy<br/><br/>Section 3 Need and Cost of IMC<br/><br/>Chapter 5 Establishing Objectives and Budgeting of IMC Program<br/><br/>5.1 IMC Objectives<br/><br/>5.2 Role of Objectives in IMC<br/><br/>5.3 Determining IMC Objectives<br/><br/>5.4 DAGMAR: An Approach to Setting Objectives<br/><br/>5.5 Problems in Setting Objectives<br/><br/>5.6 Establish the Budget<br/><br/>5.7 Budgeting Approaches<br/><br/>5.8 Allocation of Budget<br/><br/>Case 5.1 Sprite “Heat Happens”<br/><br/>Case 5.2 Submariners “Go Beneath the Surface”<br/><br/>Case 5.3 Ujjivan Small Finance Bank Shagun Ka Lifafa Campaign<br/><br/>Chapter 6 Source, Messages, and Channel Factors<br/><br/>6.1 Promotional Planning Through the Persuasion Matrix<br/><br/>6.2 Source Factors<br/><br/>6.3 Message Factors<br/><br/>6.4 Channel Factors<br/><br/>Case 6.1 Dove “Real Beauty”: Eliminating Stereotypes in Virtual Games<br/><br/>Case 6.2 Cadbury 5 Star India’s “5 Stars Everywhere”<br/><br/>Case 6.3 Ravi Shastri in Britannia Golmaal, a wit-for-wit Perfect Celebrity-Brand Fit?<br/><br/>Section 4 Changing IMC Tools with Technology<br/><br/>Chapter 7 Advertising: Broadcasting and Narrowcasting<br/><br/>7.1 Advertisements in the Digital Era<br/><br/>7.2 Developing Advertising Message<br/><br/>7.3 Media Planning<br/><br/>Case 7.1 Traya, A Campaign of #HopeForHair<br/><br/>Case 7.2 Vicks - Touch of Care’ 217<br/><br/>Case 7.3 CRED—A Disrupter in Advertising<br/><br/>Chapter 8 Interactive Marketing<br/><br/>8.1 Internet: A Communication Media<br/><br/>8.2 Paid Media, Owned Media, and Earned Media<br/><br/>8.3 Presence of Brand on Internet<br/><br/>8.4 Online Advertising Payment Models<br/><br/>8.5 Measuring the Impact of Interactive Marketing<br/><br/>Case 8.1 Depop: Using Social Media to Earn Customers<br/><br/>Case 8.2 Netflix – Using Email Marketing<br/><br/>Case 8.3 Amazon Associates - Amazon’s Affiliate Marketing Program<br/><br/>Chapter 9 Sales Promotion<br/><br/>9.1 Sales Promotion<br/><br/>9.2 Consumer Sales Promotion<br/><br/>9.3 Sales Promotion in Digital Era<br/><br/>9.4 Trade Promotion<br/><br/>Case 9.1 Melted Soapery: Enhancing and Maintaining Brand through<br/><br/>the Ambassador Program<br/><br/>Case 9.2 NeuPass: Developing Omnichannel and Multi-Brand Loyalty Program<br/><br/>Case 9.3 JioCinema: Using Sales Promotion for Onboarding Viewers<br/><br/>Chapter 10 Personal Selling<br/><br/>10.1 Overview of Personal Selling<br/><br/>10.2 Business to Consumer Selling<br/><br/>10.3 Managing Business-to-Business Personal Selling<br/><br/>10.4 New Trends in Personal Selling<br/><br/>Case 10.1 Aditya Birla Capital – Using Chat Boat for Personal Selling<br/><br/>Case 10.2 Big Basket: Product Recommendation Based on Past Purchase<br/><br/>Case 10.3 IKEA: Using IKEA Personal Shopper Assistant<br/><br/>Chapter 11 Public Relations and Sponsorship<br/><br/>11.1 Public Relationship<br/><br/>11.2 Public Relations in Digital World<br/><br/>11.3 Press Relations<br/><br/>11.4 Objectives of Sponsorship<br/><br/>Case 11.1 REFORMTheLockerRoom: PR Strategy of Puma<br/><br/>Case 11.2 New Balance: Sponsoring Sports Events<br/><br/>Case 11.3 Cracker Barrel: Handing Online Trolls<br/><br/>Chapter 12 Direct Marketing and Database Marketing<br/><br/>12.1 Direct Marketing<br/><br/>12.2 Database Marketing<br/><br/>12.3 The Media and Direct Marketing<br/><br/>12.4 Creating a Strong Direct Marketing Message<br/><br/>12.5 Measuring the Impact of a Direct Marketing Campaign<br/><br/>Case 12.1 Policybazaar: Customer Profiles for Motor Insurance<br/><br/>Case 12.2 WhatsApp: A New Way of Direct Marketing<br/><br/>Case 12.3 Swiggy - Smart Push Notifications<br/><br/>Section 5 Developing IMC Program<br/><br/>Chapter 13 Creative Strategy and Targeting<br/><br/>13.1 Importance of Creativity in IMC<br/><br/>13.2 Planning Creativity Strategy<br/><br/>13.3 Creative Process<br/><br/>13.4 Creative Strategy Development<br/><br/>13.5 New Creative Trends in Digital Era<br/><br/>Case 13.1 Starbucks #WhatsYourName<br/><br/>Case 13.2 Zomato: Jab Dil Kare<br/><br/>Case 13.3 Flavor Head: Infusing the Tea Category with Cocktail-Inspired Flavors<br/><br/>Chapter 14 Implementation and Evaluation of Creative Strategy<br/><br/>14.1 Communication Campaign<br/><br/>14.2 Creative Tactics<br/><br/>14.3 Evaluation and Approval of Creative Work<br/><br/>Case 14.1 Jaquar Bath + Light<br/><br/>Case 14.2 Facebook Creatives: Tips and Tricks<br/><br/>Case 14.3 Louvre–Promoting First Museum of Arab World<br/><br/>Chapter 15 Media Planning and Strategy<br/><br/>15.1 Media Planning Overview 458<br/><br/>15.2 Developing the Media Plan<br/><br/>15.3 New Media in Digital Era<br/><br/>Case 15.1 Wellness Forever: Segmentation Strategy for Paid Media<br/><br/>Case 15.2 YouTube: Managing Frequency of Ads to Target Audience<br/><br/>Case 15.3 Marketing to Connected Customers<br/><br/>Chapter 16 Evaluation of Media<br/><br/>16.1 Television<br/><br/>16.2 Radio<br/><br/>16.3 Magazine<br/><br/>16.4 Newspaper<br/><br/>16.5 The Internet and IMC<br/><br/>Case 16.1 Radio City Signs a Broadcast Deal with Metro Rail Corporation<br/><br/>Case 16.2 Fanta: The World’s First Testable Print Ad<br/><br/>Case 15.3 WeWork Drove Awareness with Hyperlocal Advertising<br/><br/>Section 6 IMC Program Evaluation<br/><br/>Chapter 17 Evaluating Effectiveness of IMC Program<br/><br/>17.1 Debate on Relevance of Measuring Effectiveness<br/><br/>17.2 Conducting Research to Measuring IMC Program Effectiveness<br/><br/>17.3 Testing Process<br/><br/>17.4 Measuring Effectiveness of Other Program Elements<br/><br/>17.5 Ethical Evaluation of IMC Campaign<br/><br/>Case 17.1 Geo-Targeted Ad Copy Testing - Coca Cola<br/><br/>Case 17.2 AIG Creative Testing<br/><br/>Case 17.3 SunButter Launches Successful New Brand Re?Positioning<br/><br/>Chapter 18 Using Analytics for IMC Program Evaluation<br/><br/>18.1 Marketing Analytics<br/><br/>18.3 Data Collecting Companies<br/><br/>18.4 Application of Analytics<br/><br/>18.5 Comparison of Traditional and Contemporary Analytics Models<br/><br/>18.6 Ethics in Data Capturing and Sharing<br/><br/>Case 18.1 Airbnb – Using Data to Capture Customer Satisfaction<br/><br/>Case 18.2 Facebook Fined for Non-Compliance with Data Privacy<br/><br/>Case 18.3 Unilever: Analytics for IMC Campaign<br/>[https://www.wileyindia.com/integrated-marketing-communication-in-digital-age.html] |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This book serves as an essential guide for students, business professionals, and marketers aiming to understand the nuances of contemporary marketing communication strategies. The book diligently provides information and roadmap that is imperative to dynamically maneuvers and elevate the marketing strategy in the fast-paced digital world not only for startups but also for established companies.<br/>(https://www.wileyindia.com/integrated-marketing-communication-in-digital-age.html) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing communication |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Internet marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Rehman, Varisha |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Rahman, Zillur |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Book |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Bill No | Bill Date | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Accession Number | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marketing | TB3054 | 19-12-2024 | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 01/04/2025 | Technical Bureau India Pvt. Ltd. | 694.30 | 659.144 KUM | 006965 | 01/04/2025 | 1 | 999.00 | 01/04/2025 | Book |