Marketing Communications is the coordination of advertising methods, from traditional branding and modern online marketing, in order to encourage the purchase or consumption of a specific product. Today, it often involves the use of contemporary mediums, like online social networking sites and blogs. Marketing campaigns, which include advertisements, expose consumers to a new product, introduce a change in an old product or adjust the popular view of a product. Juggling the distinct elements of a marketing campaign, while maintaining a consistent message, can be a major challenge. In this constantly evolving profession, marketers are often studying new methods for integrating the different elements of a marketing campaign.
"Marketing Communications: Interactivity, Communities, and Content" by Chris Fill
Chris Fill's "Marketing Communications: Interactivity, Communities, and Content" is an introduction to contemporary marketing, with an emphasis on how modern technologies have altered the profession. The first two chapters outline the basics of marketing communications, the third and fourth chapters explore the pragmatic side of marketing. The fifth and sixth chapters parse two emerging elements of the field: media relations and the marketing relationships with special audiences, respectively.
"Qualitative Research Methods in Public Relations..." by Daymon and Holloway
"Qualitative Research Methods in Public Relations and Marketing Communications," by Christine Daymon and Immy Holloway explores the methods for organizing and compiling and presents research in marketing communications. Qualitative research involves the compilation of hard statistical data, such as polls and sales numbers. With the increased value of qualitative research in marketing communications, this book is a valuable resource to understanding the value and methods to use such research. It also has sections on implementing historical research, Internet work, and mixed-methods research.
"Marketing Communications: An Integrated Approach" by P.R. Smith and Jonathan Taylor
"Marketing Communications: An Integrated Approach" by P.R. Smith and Jonathan Taylor synthesizes a wide range of communication methods to provide a model for how these methods complement one another and contribute to a marketing campaign. The fourth edition of Smith and Taylor's book weighs in at a heavy 696 pages and is targeted for readers who are already involved in the marketing profession.
Tags: marketing campaign, Marketing Communications, Approach Smith, Approach Smith Jonathan, Chris Fill, Communications Integrated