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  E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/32589731 Title: Integrated communication : synergy of persuasive voices Author: Esther Thorson; Jeri Moore Publisher: Mahwah, N.J. : Lawrence Erlbaum Associates, 1996. ISBN/ISSN: 0805813918 9780805813913 OCLC:32589731

  
  

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Integrated communication : synergy of persuasive voices

Author:	Esther Thorson; Jeri Moore
Publisher:	Mahwah, N.J. : Lawrence Erlbaum Associates, 1996.
Series:	Advertising and consumer psychology.
Edition/Format:	Book : Conference publication : EnglishView all editions and formats
Summary:	This book presents some of the latest and best thinking on the advantages and challenges of integrated marketing communication. Marketers who read this book will find new ways to think about their day-to-day decisions. They will find strategic and tactical advice, new views of basic marketing relationships, and innovative answers to familiar questions. Marketing professors who read this book will find examples that can make them better teachers. They will find interesting, interactive cases, and front-line perspectives that will prepare their students to confront the integrated future. Marketing researchers who read this book will find concepts and methods that can make their work more valid. The core concept says that the main effects of real-world communication programs are not necessarily the "main effects" researchers measure in traditional surveys and experiments. Instead, in many real communication situations, the main effects are interactions. Serious attention to the consequences of that core concept would lead to more realistic research designs and thus to more credible research answers.  Read more...
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