Advertising

Advertising : An Integrated Marketing Communication Perspective

  • Paperback
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Description

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.
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Product details

  • Paperback
  • 84 x 108 x 9mm
  • McGraw-Hill Education / Australia
  • Australia
  • Revised
  • 3rd Revised edition
  • 174307865X
  • 9781743078655
  • 379,657

Table of contents

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
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About George E Belch

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.
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