Description
Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour. Dr. Max Winchester – Head of Scholarship and Professional Learning, First Year College, Victoria University Peter Ling – Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore Dr. Lara Stocchi – Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders University May O. Lwin – Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, Singapore Dr. Wonsun Shin – Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne Hyunjin Kang – Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore
