An edition of Advertising
(2011)
Advertising
an integrated marketing communication perspective
2nd ed.
by George E. Belch
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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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Previews available in: English
| Edition | Availability |
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1
Advertising: an integrated marketing communication perspective
2011, McGraw-Hill Australia Pty Ltd
in English
- 2nd ed.
0070997985 9780070997981
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Book Details
Table of 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.
Edition Notes
Includes index.
Previous edition: Advertising and promotion. Sydney, 2009.
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