Integrated Marketing Communications Playbook

by Lisa O'Halloran

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This textbook guides students through the complete development of an integrated marketing communications campaign, using the fictional Fox River Roasters case study to connect core concepts with practical, real‑world application. Across five structured parts, readers learn to build strategic foundations, define audiences and objectives, craft cohesive multi‑channel tactics, evaluate campaign performance, and deliver persuasive presentations that align with marketing goals.

Description from LibreTexts.

Publisher
Northeast Wisconsin Technical College
Subjects
Business
Licence
CC BY 4.0, as LibreTexts states it
Who can read
Tweens profiles and older, judged from its title and subjects

Contents

LibreTexts writes equations in TeX, and here they show as TeX; the PDF has them typeset.

  1. Front Matter
  2. TitlePage
  3. InfoPage
  4. Table of Contents
  5. Licensing
  6. How This Playbook Works
  7. Part 1: Analyze
  8. Chapter 1: Sizing Up the Situation
  9. 1.1: What is Integrated Marketing Communications, and Why Does it Matter?
  10. 1.2: Why You Start Here, Not With Ideas
  11. 1.3: Choosing an Organization You Can Actually Work With
  12. 1.4: Fox River Roaster- Our Running Example
  13. 1.5: Conducting a Situation Analysis
  14. 1.6: Defining Your Campaign Focus
  15. 1.7: Think Like a Marketer
  16. Part 2: Establish
  17. Chapter 2: Know Your Audience, Define Your Mission
  18. 2.1: Objectives Before Tactics
  19. 2.2: Setting SMART Objectives
  20. 2.3: Measurable Doesn’t Automatically Mean Meaningful
  21. 2.4: Target Audience and Buyer Persona(s): From “Everyone” to Decision-Useful Insight
  22. 2.5: Building Fox River Roasters' Personas
  23. 2.6: Connecting Objectives and Personas
  24. 2.7: Think Like a Marketer
  25. Part 3: Create
  26. Chapter 3: The Creative Brief and the Channel Mix
  27. 3.1: Why a Brief, and Why Now
  28. 3.2: Building a Creative Brief
  29. 3.3: Choosing Marketing Tactics
  30. 3.4: One Primary Angle (Promotional Appeal)
  31. 3.5: Measurement
  32. 3.6: Think Like a Marketer
  33. Chapter 4: Earning Attention- Public Relations
  34. 4.1: Why PR Belongs in an Integrated Campaign
  35. 4.2: Anatomy of a Press Release
  36. 4.3: Making It Newsworthy
  37. 4.4: Fox River Roasters- Sample Press Release
  38. 4.5: Newsworthy × Campaign-Aligned Check
  39. 4.6: Think Like a Marketer
  40. Chapter 5: Same Campaign. Different Purpose. — Integrated Campaign Executions
  41. 5.1: Same Campaign. Different Purpose.
  42. 5.2: Digital Advertisement
  43. 5.3: Fox River Digital Ad
  44. 5.4: Brochure / Direct Mail
  45. 5.5: Fox River Brochure
  46. 5.6: Cover the Logos Test
  47. 5.7: Think Like a Marketer
  48. Chapter 6: Going Big- Storyborading and Getting Ready to Launch
  49. 6.1: Why Storyboard Before You Shoot
  50. 6.2: Anatomy of a Storyboard Frame
  51. 6.3: Fox River Roasters- Sample Storyboard
  52. 6.4: Planning a Realistic Timeline
  53. 6.5: Fox River Roasters- Sample Timeline
  54. 6.6: Building a Campaign Budget
  55. 6.7: Fox River Roasters- Sample Budget
  56. 6.8: Checking Alignment
  57. 6.9: Think Like a Marketer
  58. Part 4: Measure
  59. Chapter 7: Putting It All Together
  60. 7.1: The Integration Audit
  61. 7.2: The Gap-Check- Budget, Timeline, and Tactics
  62. 7.3: Applying Your Measurement Framework to Your Own Campaign
  63. 7.4: Structured Peer Review
  64. 7.5: Incorporating Feedback Without Starting Over
  65. 7.6: Think Like a Marketer
  66. Part 5: Deliver
  67. Chapter 8: The Pitch- Executing and Presenting the Campaign
  68. 8.1: The Five-Minute Test
  69. 8.2: What Belongs on the Slide vs. in Your Notes
  70. 8.3: A Slide-by-Slide Flow for a Five-Minute Pitch
  71. 8.4: Fox River Roasters- Sample Slide Content and Notes
  72. 8.5: The Executive Reflection
  73. 8.6: Delivering With Confidence in Five Minutes
  74. 8.7: Checking Alignment — One Last Time
  75. 8.8: Think Like a Marketer
  76. Back Matter
  77. Index
  78. Glossary
  79. Detailed Licensing