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Advertising : an integrated marketing communication perspective / George E. Belch [and others].

By: Contributor(s): Material type: TextTextPublisher: North Ryde, N.S.W. : McGraw-Hill Australia, [2012]Copyright date: ©2012Edition: Second editionDescription: xxviii, 644 pages : colour illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0070997985
  • 9780070997981
Subject(s): DDC classification:
  • 659.1 23
LOC classification:
  • HF5823.B3871 2012
Contents:
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.
Summary: 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.
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Holdings
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

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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