Kumar, Divesh <br/><br/>
Integrated marketing communication in digital age 
Divesh Kumar, Varisha Rehman, Zillur Rahman 
 - New Delhi  Wiley  2024 
 - 570p.  P.B. 
<br/><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/><br/><label>ISBN: </label>9789357466092  999.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>MARKETING COMMUNICATION
<br/><br/><label>Dewey Class. No.: </label>R 658.8 KUM(INT)