Kelman's source characteristics identify three characteristics of successful marketing communications sources:
An attractive source is one that the receiver can identify with, or aspire to. The message from such as source is identified with by the receiver; e.g. "slice of life" advertising, for products such as washing powder, regularly feature actors in situations that are intended to reflect the lives of the target segment.
A powerful source is intended to bring about compliance in the receiver. An example would be a police officer giving an anti-drink drive message.
Presenting modern marketing communication theories and tools in an accessible and jargon-free way, this new sixth edition of Marketing Communications, has been updated to specifically focus on integrating online and offline techniques with a social media approach.Â Â All the chapters include new mini-case studies and real-life examples to reflect the many digital developments which have occurred since the fifth edition's publication in 2011.
How many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadburyâs gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully?
In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style. âInsightâ boxes provide insight into some of the latest industry practices, and with engaging examples ranging from HSBC to James Bond, to the Arab Spring and One Direction, this textbook will not only provide you with a solid foundation for working in âmarcomsâ; it will make your study fun along the way.
For those looking to get ahead of their classmates and other job candidates, the textbook includes coverage of topical issues such as new technologies, ethical marketing and the regulatory environment to help you consider some of the cutting edge debates for assignments and future employment. There is also a companion website with additional study materials to help you go one further and stay ahead of the pack: study.sagepub.com/egan
This textbook is essential reading for all marketing communications courses at undergraduate and postgraduate levels as well as professional courses in Marketing.
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world wonât sell without the right reach to your potential customers and the right message to engage them.
This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment.
Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructorâs guide with PowerPoint slides, testbank questions andÂ answer checklists.
Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.Â
The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.
0133131017 / 9780133131017 Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package
Package consists of
0133112934 / 9780133112931 NEW MyMarketingLab with Pearson eText -- Standalone Access Card --
0133126242 / 9780133126242 Integrated Advertising, Promotion, and Marketing Communications