It is a challenge for South African businesses to survive in any market place, and the more competitive the market place, the harder it is to decide on the most effective marketing communication approach.
Firstly, businesses must report to stakeholders on how they are meeting (and perhaps even exceeding) expectations in terms of aspects such as social responsibility, good corporate governance, environmental awareness and adhering to sound business practices.
Secondly, businesses must inform customers (prospective and current) about their products or services, and convince them that they offer better value than competitors. Integrated marketing communication presents a planning framework to facilitate a seamless integration of all the marketing communication elements in order to convey a consistent corporate image and brand offering.
Integrated marketing communication provides a solid interpretation of all the major marketing communication mix elements and focuses on the basic premises that are needed to employ these techniques in a cohesive manner. It takes a practical, holistic and integrated approach to advertising, personal selling, publicity, public relations (from both a corporate and a product or service brand perspective), sponsorship and direct marketing. Digital communication is also discussed in detail. It includes recent South African case studies as well as examples and review questions.
Integrated marketing communication is aimed at undergraduate marketing students, but will also be of benefit to postgraduate students and practitioners as a reference work.
1. Integrated marketing communication: setting the scene
2. Integrated marketing communication planning
4. Media management
5. Personal selling: a relational approach
6. Sales promotion
7. Public relations and publicity
9. Direct marketing
10. Digital communication
All source material (excluding figures and tables) has been supplied in an editable format (Microsoft Office) and you can fully customise it to your needs.
Please click on the link below to access the Lecturer Support Material (LSM) portal:
If this is the first time you access Van Schaik Publishers LSM, you will need to register and set up a profile. Once your registration has been approved you will be sent an email and will then be able to request access to the resources you need for a particular book. You will also be able to request access to the resources of additional books using your profile.
We welcome any suggestions regarding new or additional resources. For any queries or feedback please contact our digital publisher at firstname.lastname@example.org. The material available varies from book to book and may also be developed further over time.
If you are uncertain about the registration and access request procedures, please download the LSM Manual.
Lecturer Support Material is available free to lecturers who lecture on courses where the book is prescribed but samples are also available should you wish to review what is available as part of your prescribed book selection process. Please contact your Marketer for access to the sample LSM.
Student requests for LSM will not be entertained and any attempts by students to access lecturer support material will be reported to a student’s lecturer or to the Head of Department.