Integrated marketing communications [electronic resource] / Philip J. Kitchen.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Principles of marketing: Publisher: London : Henry Stewart Talks, 2012Description: 1 online resource (1 streaming video file (39 min.) : color, sound)Subject(s): Branding (Marketing) | Communication in marketing | Marketing -- ManagementOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: IMC Defined -- Structural characteristics -- Rapidity of change -- An end of mass marketing -- The paradox -- What should be integrated? -- To deliver what benefits? -- The 'seeming issues' -- Progressive issues in relation to brands and branding -- An ad agency example -- The commitment to integration -- Is IMC 'integrated'? -- The importance of IMC -- Campaign (1997 & 1998) the importance of IMC -- Paradigm shift in how marcoms works -- CAB hierarchy of effects -- The importance of IMC -- Expanding brand integration: broadening influences -- Branding & integration -- Real integration -- The lead discipline driven by client-set marketing objectives.
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Mode of access: World Wide Web.