Integrated Marketing Communications,
6th Edition

Edwina Luck, Nigel Barker, Ann-Marie Sassenberg, Bill Chitty, Terence A. Shimp, J. Craig Andrews

ISBN-13: 9780170443005
Copyright 2021 | Published
570 pages | List Price: USD $112.25

Integrated Marketing Communications 6th edition explores how to coordinate all of a brand’s marketing communications elements to effectively engage a target market. It also emphasises digital and interactive marketing, which are crucial components to a successful IMC campaign today. You’ll learn how organisations use IMC to achieve a competitive advantage and meet their marketing objectives, and examine marketing communications from both a consumer’s and marketer’s perspective.


Part 1: Integrated marketing communications – an ever- changing conceptual framework
1. Integrated marketing communications foundations and the rise of digital
2. Persuasive communication and consumer attitudes
3. Market segmentation and brand positioning

Part 2: Managing and planning for integrated marketing communications
4. Establishing objectives and budgeting for IMC campaigns
5. Managing message creation and strategies
6. Media planning and analysis

Part 3: Media channels and IMC elements
7. Broadcast media
8. Print and support media
9. Digital marketing, behavioural targeting & search
10. Social Media marketing
11. Direct marketing and Sales promotion
12. Personal selling and relationship marketing
13. Marketing public relations and sponsorship marketing

Part 4: Evaluating integrated marketing communications
14. Evaluating integrated marketing communication effectiveness
Appendix to Chapter 14: IMC Plan

  • Edwina Luck

    Dr Edwina Luck is a Senior Lecturer within The School of Advertising, Marketing and Public Relations at QUT’s Business School. She has taught for over 20 years within Higher Education. Her research specialist areas include Consumer Behaviour, IMC, Marketing Education, Virtual Social Networks, Not for Profit, Generation Y and is published in these areas. She has attended many International conferences, been interviewed in local and state media and her opinion is sought in aspects of social media. She has participated in expert panels and been a keynote speaker at conferences, speaking on the topic of social media. Edwina has won two coveted QUT Vice Chancellor’s Awards for Excellence in Teaching, Innovation and Partnerships.

  • Nigel Barker

    Dr Nigel Barker is an adjunct lecturer for The University of Adelaide and the Adelaide Graduate School of Business and regularly lectures for various graduate schools and universities throughout Australia and overseas. Nigel has taught a wide range of subjects including Strategic Marketing, International Marketing, Consumer Behaviour, Marketing Communications and Brand Management. Following his move from the UK in 1997 where Nigel held a range of marketing positions, he gained his Masters in Marketing from Charles Sturt University. Nigel now focuses most of his attention on academic lecturing and undertakes many classes for both The University of Adelaide and AGSB. Nigel also runs his own marketing consultancy and has undertaken projects for a range of Adelaide-based organisations as well as for various government institutions in conjunction with his lecturing commitments.

  • Ann-Marie Sassenberg

    Dr Anne-Marie Sassenberg is a Lecturer in Marketing at the University of Southern Queensland in Brisbane, Australia. She holds a PhD in Sport Management from the University of Southern Queensland and has worked at universities in Australia and South Africa for more than 20 years. Anne-Marie has recently published in Sport Marketing Quarterly and the International Journal of Organisational Behaviour. Her current work is in the areas of sport brand image and sport sponsorship. Her teaching expertise includes consumer behaviour, promotion management, marketing management, marketing channels and global marketing.

  • Bill Chitty

    Bill Chitty was a lecturer in marketing at the Murdoch Business School. He taught, and had a research interest in, marketing communications and services marketing. He co-authored several refereed conference papers that were presented at various academic conferences in Australia and overseas, and research papers that have been published in the Journal of Marketing Communication, the Journal of Internet Business Studies, Marketing Intelligence and Planning and Psychology and Marketing. He has also co-authored two other marketing texts – Marketing 3 and Services Marketing. Prior to joining Murdoch University in 1992, Bill was employed as a marketing manager in the telecommunications industry responsible for the marketing of network products.

  • Terence A. Shimp

    Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

  • J. Craig Andrews

    J. Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing at Marquette University, where he has been a faculty member for 32 years. Dr. Andrews recently served as a Social Scientist (Center for Tobacco Products), Senior Scholar (Center for Food Safety and Applied Nutrition), and on the Risk Communication Advisory Committee with U.S. Food & Drug Administration in Washington, DC. Dr. Andrews also has been responsible for ad copy testing efforts on the Behavior Change Expert Panel for the National Youth Anti-Drug Media Campaign, working with Ogilvy & Mather and FCB ad agencies in New York, NY. He also has been Editor of the Journal of Public Policy & Marketing, for which he earned honors as Reviewer of the Year three times and twice won the Kinnear/JPPM Award for article of the year. Dr. Andrews also served as a Consumer Research Specialist in the Division of Advertising Practices with the Federal Trade Commission in Washington, DC, earning the FTC’s Award for Meritorious Service. Through the Advertising Education Foundation, he has held visiting professor positions with Coca-Cola Foods in Houston and with the Fitzgerald & Co. advertising agency in Atlanta. His work has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of International Business Studies, Journal of Retailing, Tobacco Control and the American Journal of Public Health, among others. Dr. Andrews received his Ph.D. in Marketing from the University of South Carolina.

  • NEW Chapter 2, 'Persuasive communication and consumer attitudes', addresses the communication process, the nature of meaning and how it is transferred, and the fundamental aspects of consumer behaviour

  • NEW separate chapters for digital marketing (Chapter 9) and social media marketing (Chapter 10)

  • Three NEW end-of-part case studies on the changing media environment LEGO, and IKEA

  • NEW 'Reflective questions' with a suggested response for instructors bookend each chapter

  • MindTap provides premium online course resources including the ebook, revision quizzes, videos and media quizzing

  • This edition was written during the COVID-19 pandemic and the authors have included communication lessons learned during this time. The text reflects a world where communications and marketing principles can no longer rely on historic practices. This edition includes cases, examples and stories of how brands, companies and governments adapted during the crisis. Conceptual framework models provide a visual overview of key IMC processes and concepts and show how these are connected across parts of the text Emphasis on contemporary IMC strategies in the digital and social arena, and the technology integration of these strategies, enables students to reflect on industry trends and see how theory is applied 'IMC insight' boxes at the start of each chapter provide real-world examples that illustrate important and current issues relevant to the chapter to engage students' interest in the chapter topics and show how IMC appears in their everyday lives. A question for reflection is included, and is revisited at the end of the chapter for students to reflect on what they have learned 'IMC in action' boxes within chapters encourage students to explore how IMC is put into practice and gain insights into strategies implemented by a variety of companies. 'In action' boxes are categorised, via an icon, into ethics, social media, small business, innovation, and technology Longer case studies end each part of the text, so that students can integrate and apply their knowledge in an holistic manner. Cases cover topics such as changing media habits; sustainability at LEGO; and creative and integrated approaches to marketing communications at IKEA MindTap - Premium online teaching and learning tools are available on the MindTap platform - the personalised eLearning solution.

  • MindTap is a flexible and easy-to-use platform that helps build student confidence and gives you a clear picture of their progress. We partner with you to ease the transition to digital – we’re with you every step of the way.

  • MindTap for Chitty's Integrated Marketing Communications is full of innovative resources to support critical thinking, and help your students move from memorisation to mastery! Includes: - Chitty's Integrated Marketing Communications eBook - Revision quiz - Videos and media quizzing - 'You make the decision' activities

  • MindTap is a premium purchasable eLearning tool. Contact your Cengage learning consultant to find out how MindTap can transform your course. Instructor Website - Your #1 resource for your course. This tailored collection of teaching tools includes downloadable PowerPoint lecture slides, Instructor’s Manual, artwork from the text and a case database.

  • Log in or request an account to access instructor resources at for Australia or for New Zealand. Cognero Test Bank - A bank of questions has been developed in conjunction with the text for creating quizzes, tests and exams for your students. Create multiple test versions in an instant and deliver tests from your LMS, your classroom, or wherever you want using Cognero. Cognero test generator is a flexible online system that allows you to import, edit, and manipulate content from the text's test bank or elsewhere, including your own favourite test questions.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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Instructor videos for Luck/Chitty's Integrated Marketing Communications

Instructor Website for Luck/Chitty's Integrated Marketing Communications

Integrated Marketing Communications instructor videos, 2 terms instant Access

Integrated Marketing Communications Instructor's Manual

Integrated Marketing Communications PowerPoint Slides

Meet Michael Abdel of Sphere Agency

Part 1 IMC Framework: Sphere Agency

Part 2 Managing and planning IMC: Sphere Agency

Part 3 Media channels and IMC elements: Sphere Agency

Part 4 Evaluating IMC: Sphere Agency