Integrated Marketing Communications

>>THE EXAM!

Case Material

9Solutions goals
9Solutions background info

1. Readings

1.1. Required

Cornelissen et al (2006) “Understanding the development…”
Cornelissen & Locke (2001) “Theoretical concept or Management Fashion?”
Duncan & Moriarty (1998) “A Communication-based model…”
Holm (2006) “IMC: From Tactics to Strategy”
Kliatchko (2008) “Revisting the IMC construct…”
Christensen et al (2005) “IMC and Postmodernism: an Odd couple?”

1.2. Additional (for the case or for those eager to learn)

Ad Age – Advertising will change forever
Rust & Oliver “The Death of Advertising”
Fournier & Avery (2011) “The uninvited brand”
Scolari (2007) Transmedia storytelling
Peters – Breaking through the clutter
Kozinets – Netnography and Tribal advertising
Kozinets et al (2010) Networked narratives
Jenkins – The cultural logic of media convergence
Owen & Humphrey – The structure of online marketing communication channels

2. Lecture slides

1 – Introduction + Case instructions
2 – IMC History and essence
3 – IMC: Strategy & Tactics
4 – How marketing communications work
5 – Different views on branding pt. 1
6 – Different views on branding pt. 2
7-8 IMC industry + Media Planning
9 – Interactive Marketing + Database Marketing
10-11 Budgeting & Measuring
12 – International IMC & B2B
13 – PR
14 – Messages and creative approaches etc.
15 – Ethics
16 – Review

2.1. Lecture videos

Cannes Lions 2009 – Titanium & Integrated Lions Grand Prix – Obama for America

Grant McCracken Interview

The History of Branding