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020			_a9789357466092 _c999.00
040			_aS.X.U.K
041			_aEnglish
082			_aR 658.8 KUM(INT)
100			_aKumar, Divesh
245			_aIntegrated marketing communication in digital age _cDivesh Kumar, Varisha Rehman, Zillur Rahman
260			_aNew Delhi _bWiley _c2024
300			_a570p. _bP.B.
500			_aSection 1 Introduction to Integrated Marketing Communication Chapter 1 Communication Theories and Process 1.1 Fundamental Communication Model 1.2 Cognitive Processing of Communication 1.3 Affective Processing of Communication 1.4 Basic Model of Communication 1.5 Advertising and Promotion Under Conjunction 1.6 Role and Significance of Advertising in Modern Age Geo-economics Case 1.1 Air New Zealand: “Personality Allowed” Case 1.2 Budweiser “Stand by You” Case 1.3 Different Approaches, but Same Message Chapter 2 IMC in Digital Age 2.1 The Changing Promotional Mix 2.2 The Growth of Advertising and Promotion 2.3 Integrated Marketing Communication 2.4 Regulatory Bodies for Advertisement Case 2.1 Tesla–Offering Discounts Case 2.2 Cadburys-Redefining Purpose Case 2.3 McDonald’s #RaiseYourArches Section 2 Consumer Behavior and IMC Chapter 3 IMC and Consumer Behavior 3.1 An Overview of Consumer Behavior 3.2 Consumer Decision-Making Process 3.3 Consumer Learning 3.4 Environmental Influence on Consumer Behavior 3.5 Alternative Approaches to Consumer Behavior Case 3.1 Peanut Butter Craze Case 3.2 IKEA’s Easy Return Policy Case 3.3 Zomato: Kachra Campaign Chapter 4 Technology and Consumer Behavior 4.1 Technologies and Consumer Behavior 4.2 Technology as an Integration of Media 4.3 Consumer Behavior on Digital Platforms 4.4 Consumer Online Brand-Related Activities 4.5 Emerging Trends of Consumer Behavior via Mobile Devices and Digital Media Case 4.1 Zomato uses AI and Deepfakes Case 4.2 Droom–India’s New Motorplace Case 4.3 Reddit Changed API Policy Section 3 Need and Cost of IMC Chapter 5 Establishing Objectives and Budgeting of IMC Program 5.1 IMC Objectives 5.2 Role of Objectives in IMC 5.3 Determining IMC Objectives 5.4 DAGMAR: An Approach to Setting Objectives 5.5 Problems in Setting Objectives 5.6 Establish the Budget 5.7 Budgeting Approaches 5.8 Allocation of Budget Case 5.1 Sprite “Heat Happens” Case 5.2 Submariners “Go Beneath the Surface” Case 5.3 Ujjivan Small Finance Bank Shagun Ka Lifafa Campaign Chapter 6 Source, Messages, and Channel Factors 6.1 Promotional Planning Through the Persuasion Matrix 6.2 Source Factors 6.3 Message Factors 6.4 Channel Factors Case 6.1 Dove “Real Beauty”: Eliminating Stereotypes in Virtual Games Case 6.2 Cadbury 5 Star India’s “5 Stars Everywhere” Case 6.3 Ravi Shastri in Britannia Golmaal, a wit-for-wit Perfect Celebrity-Brand Fit? Section 4 Changing IMC Tools with Technology Chapter 7 Advertising: Broadcasting and Narrowcasting 7.1 Advertisements in the Digital Era 7.2 Developing Advertising Message 7.3 Media Planning Case 7.1 Traya, A Campaign of #HopeForHair Case 7.2 Vicks - Touch of Care’ 217 Case 7.3 CRED—A Disrupter in Advertising Chapter 8 Interactive Marketing 8.1 Internet: A Communication Media 8.2 Paid Media, Owned Media, and Earned Media 8.3 Presence of Brand on Internet 8.4 Online Advertising Payment Models 8.5 Measuring the Impact of Interactive Marketing Case 8.1 Depop: Using Social Media to Earn Customers Case 8.2 Netflix – Using Email Marketing Case 8.3 Amazon Associates - Amazon’s Affiliate Marketing Program Chapter 9 Sales Promotion 9.1 Sales Promotion 9.2 Consumer Sales Promotion 9.3 Sales Promotion in Digital Era 9.4 Trade Promotion Case 9.1 Melted Soapery: Enhancing and Maintaining Brand through the Ambassador Program Case 9.2 NeuPass: Developing Omnichannel and Multi-Brand Loyalty Program Case 9.3 JioCinema: Using Sales Promotion for Onboarding Viewers Chapter 10 Personal Selling 10.1 Overview of Personal Selling 10.2 Business to Consumer Selling 10.3 Managing Business-to-Business Personal Selling 10.4 New Trends in Personal Selling Case 10.1 Aditya Birla Capital – Using Chat Boat for Personal Selling Case 10.2 Big Basket: Product Recommendation Based on Past Purchase Case 10.3 IKEA: Using IKEA Personal Shopper Assistant Chapter 11 Public Relations and Sponsorship 11.1 Public Relationship 11.2 Public Relations in Digital World 11.3 Press Relations 11.4 Objectives of Sponsorship Case 11.1 REFORMTheLockerRoom: PR Strategy of Puma Case 11.2 New Balance: Sponsoring Sports Events Case 11.3 Cracker Barrel: Handing Online Trolls Chapter 12 Direct Marketing and Database Marketing 12.1 Direct Marketing 12.2 Database Marketing 12.3 The Media and Direct Marketing 12.4 Creating a Strong Direct Marketing Message 12.5 Measuring the Impact of a Direct Marketing Campaign Case 12.1 Policybazaar: Customer Profiles for Motor Insurance Case 12.2 WhatsApp: A New Way of Direct Marketing Case 12.3 Swiggy - Smart Push Notifications Section 5 Developing IMC Program Chapter 13 Creative Strategy and Targeting 13.1 Importance of Creativity in IMC 13.2 Planning Creativity Strategy 13.3 Creative Process 13.4 Creative Strategy Development 13.5 New Creative Trends in Digital Era Case 13.1 Starbucks #WhatsYourName Case 13.2 Zomato: Jab Dil Kare Case 13.3 Flavor Head: Infusing the Tea Category with Cocktail-Inspired Flavors Chapter 14 Implementation and Evaluation of Creative Strategy 14.1 Communication Campaign 14.2 Creative Tactics 14.3 Evaluation and Approval of Creative Work Case 14.1 Jaquar Bath + Light Case 14.2 Facebook Creatives: Tips and Tricks Case 14.3 Louvre–Promoting First Museum of Arab World Chapter 15 Media Planning and Strategy 15.1 Media Planning Overview 458 15.2 Developing the Media Plan 15.3 New Media in Digital Era Case 15.1 Wellness Forever: Segmentation Strategy for Paid Media Case 15.2 YouTube: Managing Frequency of Ads to Target Audience Case 15.3 Marketing to Connected Customers Chapter 16 Evaluation of Media 16.1 Television 16.2 Radio 16.3 Magazine 16.4 Newspaper 16.5 The Internet and IMC Case 16.1 Radio City Signs a Broadcast Deal with Metro Rail Corporation Case 16.2 Fanta: The World’s First Testable Print Ad Case 15.3 WeWork Drove Awareness with Hyperlocal Advertising Section 6 IMC Program Evaluation Chapter 17 Evaluating Effectiveness of IMC Program 17.1 Debate on Relevance of Measuring Effectiveness 17.2 Conducting Research to Measuring IMC Program Effectiveness 17.3 Testing Process 17.4 Measuring Effectiveness of Other Program Elements 17.5 Ethical Evaluation of IMC Campaign Case 17.1 Geo-Targeted Ad Copy Testing - Coca Cola Case 17.2 AIG Creative Testing Case 17.3 SunButter Launches Successful New Brand Re?Positioning Chapter 18 Using Analytics for IMC Program Evaluation 18.1 Marketing Analytics 18.3 Data Collecting Companies 18.4 Application of Analytics 18.5 Comparison of Traditional and Contemporary Analytics Models 18.6 Ethics in Data Capturing and Sharing Case 18.1 Airbnb – Using Data to Capture Customer Satisfaction Case 18.2 Facebook Fined for Non-Compliance with Data Privacy Case 18.3 Unilever: Analytics for IMC Campaign
650			_aMARKETING COMMUNICATION
700			_4auth. _aRehman, Varisha _aRahman, Zillur
942			_cREF MASS
999			_c11563 _d11563