Advertising : an integrated marketing communication perspective / George E. Belch [and others].
Material type: TextPublisher: North Ryde, N.S.W. : McGraw-Hill Australia, [2012]Copyright date: ©2012Edition: Second editionDescription: xxviii, 644 pages : colour illustrations ; 26 cmContent type:- text
- unmediated
- volume
- 0070997985
- 9780070997981
- 659.1 23
- HF5823.B3871 2012
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus South Campus Main Collection | 659.1 ADV (Browse shelf(Opens below)) | 1 | Missing | A499469B |
Browsing South Campus shelves, Shelving location: South Campus Main Collection Close shelf browser (Hides shelf browser)
658.87 LEV Retailing management / | 658.87 LEV Retailing management / | 658.872 STR E-marketing / | 659.1 ADV Advertising : an integrated marketing communication perspective / | 659.1 BEL Advertising and promotion : an integrated marketing communications perspective / | 659.1 BEL Advertising and promotion : an integrated marketing communications perspective / | 659.10420973 ADV Advertising and society : controversies and consequences / |
Includes index.
Previous ed.: Advertising and promotion. Sydney, 2009.
Part 1. The context of marketing communication : -- 1. When marketing communication began: the development of advertising in Australia and New Zealand -- 2. Integrated marketing communication: how marketing communication evolved -- 3. Social, ethical and regulatory aspects -- Part 2. How marketing communications works : -- 4. The communication process -- 5. Starting with the consumer: developing consumer insight -- 6. Branding and building relationships with the database -- Part 3. Plannind and decision making : -- 7. Planning for IMC -- 8. Establishing objectives and budgeting for IMC program -- 9. Message strategy and execution -- 10. Media and contact strategy -- 11. Media choices: evaluating media options -- 12. Measuring the effectiveness of the IMC program -- Part 4. Marketing communicaton disciplines : -- 13. Direct marketing and communication -- 14. Interactive marketing -- 15. Public relations -- 16. Sales promotion -- 17. Personal selling.
This second edition builds on the success of the market-leading first edition, recognising that advertising has become a blank canvas, where marketers must look beyond traditional media and conventional thinking to achieve success.
Machine converted from AACR2 source record.
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