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Marketing Communications: Integrating Offline and Online by P. R. Smith, Ze Zook

By P. R. Smith, Ze Zook

Advertising and marketing Communications has been indexed as a "classic" by way of the selling Society. Paul Smith's and Ze Zook's knowing of selling communications is commonly acclaimed and has proved well liked by scholars and practitioners alike. advertising Communications explores:

-social media and websites
-advertising
-PR
-sponsorship
-direct selling

The 5th variation has been considerably up-to-date to incorporate the numerous new types of conversation now on hand for advertising execs. Heralding the emergence of social media as a "marketing revolution," the booklet offers the various different types of verbal exchange this gives and the possibilities for advertising that extra successfully engages with its end-user.

With quite a few examples and case reviews in addition to on-line aid fabric for teachers and scholars, this textbook will consultant the person throughout the altering face of selling communications.

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Extra info for Marketing Communications: Integrating Offline and Online with Social Media (5th Edition)

Sample text

1986), ‘Managing Your Corporate Images’, Industrial Marketing Management, 15, 109–15. translate it into reality. Ideally, good strategy is communicated internally, and is compatible and workable. The interdependency of internal and external communications cannot be neglected. Advertising claims that are unrealistic, or external communications that are perceived as silly or inappropriate, will lead to gaps between the external communications of the company and the employees’ behaviour and their communications with target groups.

Corporate design is not just a matter of logos and slogans. Here are a number of examples in which intelligent design has contributed to the corporate or brand identity: – the shape of the container (Toilet Duck, Absolut Vodka); – a distinctive opening device (Grolsch beer); – the packaging material (Ferrero Rocher; Absolut Vodka); – the colour of the packaging (Marlboro); – the use of a personality (KFC and Colonel Sanders, the Marlboro cowboy). Besides communications and corporate design, corporate behaviour is also an important factor in making the corporate identity visible.

Corporate identity should therefore be constantly monitored and reviewed, along with the rapidly changing strategies. It is increasingly difficult for companies to differentiate themselves and their products from each other. Developing a distinctive corporate identity can be of crucial importance in developing a unique market position. QXD 26 1/28/10 3:11 PM Page 26 CHAPTER 1 / INTEGRATED COMMUNICATIONS ■ ■ ■ ■ Companies tend to become more global, and hence the danger of inconsistent communications by the various business units becomes greater.

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