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Advertising : An Integrated Marketing Communication Perspective - George E. Belch

Advertising

An Integrated Marketing Communication Perspective

Paperback Published: 30th June 2014
ISBN: 9781760421205

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Belch, Belch, Kerr and Powell provide the ideal student-centered introduction to the fast-changing field of integrated marketing communications. Technologies such as the convergence of the internet, mobile devices, and traditional channels are changing the way companies use marketing tools to communicate with their customers. The third edition of this market-leading text has been extensively revised to examine how cutting-edge developments are impacting the IMC program of marketers. All vignettes, cases and boxes showcasing specific examples of how companies and their communications agencies are using integrated marketing communications are new or updated. They provide engaging insights into the most current and popular campaigns being used by marketers and the key current trends and developments taking place in the advertising world. A wealth of online resources enable students to test their own knowledge of core concepts and apply the theory in practical exercises. With a pre-paid AdForum subscription students can stay completely up to date with latest and best examples of integrated marketing communications from industry.

PART 1: THE CONTEXT OF MARKETING COMMUNICATION
Chapter 1 Where marketing communication began: the development of advertising in Australia and New Zealand
Chapter 2 Integrated marketing communication: how marketing communication evolved
Chapter 3 Digital media and consumer empowerment
Chapter 4 Social media and engagement

PART 2: HOW MARKETING COMMUNICATION WORKS
Chapter 5 The communication process
Chapter 6 Starting with the consumer: understanding how market communication might influence consumer behaviour
Chapter 7 Social, ethical and regulatory aspects
Chapter 8 Branding and building relationships with the database

PART 3: PLANNING AND DECISION MAKING
Chapter 9 Planning for IMC
Chapter 10 Establishing objectives and budgeting for the IMC program
Chapter 11 Message strategy and execution
Chapter 12 Media contact strategy and choices
Chapter 13 Measuring the effectiveness of the IMC program

PART 4: MARKETING COMMUNICATION DISCIPLINES
Chapter 14 Direct marketing and personal selling
Chapter 15 Public relations
Chapter 16 Sales promotion

ISBN: 9781760421205
ISBN-10: 1760421200
Audience: Tertiary; University or College
Format: Paperback
Language: English
Published: 30th June 2014
Publisher: McGraw-Hill Australia
Country of Publication: AU
Dimensions (cm): 27.5 x 21.5  x 2.2
Weight (kg): 1.3
Edition Number: 3

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