Integrated Communication: Synergy of Persuasive Voices - Softcover

Softcover

ISBN 10: 1138992534 ISBN 13: 9781138992535

Publisher: Psychology Press, 2016

Synopsis

Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.

About this title

About the Author

Esther Thorson has published extensively on the news industry, advertising, news effects and health communication. Along with Professors Hari Sridhar and Murali Mantrala she has developed econometric models that link newspaper budget management with revenue/profit patterns. Her scholarly work has won a variety of research and writing awards and she has advised nearly 40 doctoral dissertations. She applies research, both hers and that of her colleagues, in newsrooms and advertising agencies across the US and abroad. She serves on an extensive list of journal editorial boards. Her latest books are (with David Schumann) Internet Advertising: Theory and Research (Lawrence Erlbaum, 2007and (with Jerry Parker), Health Communication in the New Media Landscape (Springer, 2008).

Edition details

• Publisher: Psychology Press
• Publication date: 2016
• ISBN 10: 1138992534
• ISBN 13: 9781138992535
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 396
• Editor: Thorson Esther, Moore Jeri