Advertising : an integrated marketing communication perspective / [George E.] Belch, [Michael A.] Be...
Advertising : an integrated marketing communication perspective / [George E.] Belch, [Michael A.] Be...
Advertising : an integrated marketing communication perspective / [George E.] Belch, [Michael A.] Belch, [Gayle] Kerr, [Irene] Powell.
About this item
Full title
Author / Creator
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
MMS ID
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.
Subjects
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.
Authors, Artists and Contributors
Author / Creator
Author / Artists
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
