Advertising

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research. David Waller is a Senior Lecturer in Marketing at the University of Technology, Sydney, Australia. He has taught advertising and other marketing subjects at a number of universities in Australia, including the University of Newcastle, the University of New South Wales and Charles Sturt University, Riverina. His research in advertising has been published in industry publications as well as in local and international academic journals.

Part 1 What is integrated marketing communication?
Chapter 1Everything is digital: changes and challenges for consumers, marketers and society
Chapter 2Integrated marketing communication: history and current state
Part 1 cases

Part 2 How marketing communication works
Chapter 3Integration: the I in IMC
Chapter 4Consumer empowerment and behaviour
Chapter 5Communication and engagement with the brand
Chapter 6Social, ethical and regulatory aspects
Part 2 cases

Part 3 Planning and decision making
Chapter 7Consumer insight and strategy
Chapter 8Analytics
Chapter 9Search
Chapter 10Creative strategy
Chapter 11Media strategy
Chapter 12Measurement: output and process measures
Part 3 cases

Part 4Marketing communication disciplines
Chapter 13Advertising
Chapter 14Public relations and publicity
Chapter 15Sales promotion, direct marketing and personal selling
Part 4 cases

AppendixExample IMC plan - Crocodile Dundee: Tourism Australia