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Advertising : an integrated marketing communication perspective / [George E.] Belch, [Michael A.] Be...

Advertising : an integrated marketing communication per...

Advertising : an integrated marketing communication perspective / [George E.] Belch, [Michael A.] Be...

https://devfeature-collection.sl.nsw.gov.au/record/74VKJ6xqO3BO

Advertising : an integrated marketing communication perspective / [George E.] Belch, [Michael A.] Belch, [Gayle] Kerr, [Irene] Powell.

About this item

Full title

Advertising : an integrated marketing communication perspective / [George E.] Belch, [Michael A.] Belch, [Gayle] Kerr, [Irene] Powell.

Publisher

North Ryde, N.S.W. : McGraw-Hill Education, ©2014.

North Ryde, NSW : McGraw-Hill Education Australia, 2014.

Call Numbers

HQ 2014/2765

Record Identifier

74VKJ6xqO3BO

MMS ID

991022109959702626

Language

English

Formats

Physical Description

Physical content

xxiii, 584 pages : colour illustrations ; 28 cm.

Content type

still image

text

Media type

unmediated

Carrier type

volume

Contents

Part 1 -- Changes in marketing communication. -- Chapter 1. - Where marketing communication began: the development of advertising in Australia and New Zealand. -- Chapter 2 - Integrated marketing communicaiton : how marketing communication evolved. -- Chapter 3 - Digital Media. -- Chapter 4 - Social...

Part 2 -- How marketing communication works. -- Chapter 5 - The communication process. -- Chapter 6 - Starting with consumer behaviour: understanding how marketing communication might influence consumer behaviour. -- Chapter 7 - Social, ethical and regulatory aspects. -- Chapter 8 - Branding and bui...

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 choices. -- Chapter 12 -- Media : strategy and choices. -- Chaper 13. -- Measuring the effectiveness of the IMC p...

Part 4 -- Marketing communication disciplines. --
Chapter 14. -- Direct marketing and personal selling. --
Chapter 15. -- Public relations. --
Chapter 16. -- Sales promotion.

Publication information

Publisher

North Ryde, N.S.W. : McGraw-Hill Education, ©2014.

North Ryde, NSW : McGraw-Hill Education Australia, 2014.

Edition

3e.

Place of Publication

New South Wales

Date Published

©2014.

2014.

More information

Scope and Contents

Summary

This text 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 t...

Alternative Titles

Full title

Advertising : an integrated marketing communication perspective / [George E.] Belch, [Michael A.] Belch, [Gayle] Kerr, [Irene] Powell.

Notes

General note

Includes index.

Includes bibliographical references and index.

Contextual Information

Date Copyright

©2014.

©2014.

Identifiers

Primary Identifiers

Call Numbers

HQ 2014/2765

Record Identifier

74VKJ6xqO3BO

Permalink

https://devfeature-collection.sl.nsw.gov.au/record/74VKJ6xqO3BO

Other Identifiers

ISBN

9781743078655 (paperback)

DDC

659.1

MMS ID

991022109959702626

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