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Integrated Marketing Communication 2nd Edition By Juska, Jerome M

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Pages: 331
File size: 5.09 MB
Format: Digital PDF
Course: Education
Category: eBook[PDF]

About this ebook

The second edition of Integrated Marketing Communication: Advertising and Promotion in a Digital World by Jerome M. Juska covers the transformation of advertising, sales promotion, and public relations within modern marketing. It provides a comprehensive framework for planning, executing, and assessing strategic marketing campaigns. [1, 2]

New Chapters in the Second Edition

The second edition adds four brand-new chapters dedicated to expanding digital, strategic, and technological foundations: [1, 2, 3]

IMC Objectives, Budgets, and Metrics: Structuring campaign goals, allocating financial resources, and tracking performance.
Legacy Media Planning: Incorporating traditional advertising channels alongside digital environments.
Business-to-Business (B2B) Marketing Strategies: Tailoring communication models specifically for corporate audiences.
Innovative Technologies: Leveraging cutting-edge digital toolsets including artificial intelligence (AI), predictive analytics, synthetic media, virtual reality (VR), and voice marketing. [1, 2, 3]

Core Strategic Marketing Foundations

The textbook covers fundamental marketing research and strategy development, including: [1, 2]

Market Research: Consumer, market, and competitive data analysis.
Audience Segmentation: Dividing consumer groups by geographic, demographic, and behavioral metrics.
Target Audience Identification: Highlighting the most profitable market segments.
Brand Positioning & Visibility: Differentiating a brand from its competitors to establish a unique market presence.
Creative Conceptualization: Developing original thematic and creative assets for campaigns. [1, 2, 3]

Digital Media and Execution Channels

A major focus is placed on connecting digital tools with physical store marketing: [1, 2]

Social Media Platforms: Building consumer engagement and running social ad campaigns.
Website Development: Designing conversion-optimized brand domains.
Search Engine Optimization (SEO): Maximizing organic search visibility.
Mobile Marketing & Apps: Deploying targeted, mobile-first promotions.
Brand Promotion Events: Executing live and experiential marketing functions.
Retail Store Connectivity: Merging online digital tactics with physical, in-store shopping experiences. [1, 2, 3]

Practical Implementation Tools

Students and professionals learn execution through hands-on resources included in the text: [1, 2]

IMC Plan Templates: Step-by-step interactive frameworks to compile a complete corporate plan.
Media Spreadsheets: Practical documentation for budgeting and media schedule planning.
Continuity Case Study: A recurring real-world project woven throughout chapters to practice step-by-step execution. [1, 2]