| Description |
xxiii, 584 pages : illustrations (colour) ; 28 cm |
| 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 Media |
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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 building relationships with the database |
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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 program |
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Part 4 -- Marketing communication disciplines. -- Chapter 14. -- Direct marketing and personal selling. -- Chapter 15. -- Public relations. -- Chapter 16. -- Sales promotion |
| 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 text has been extensively revised to examine how cutting-edge developments are impacting the IMC program of marketers. All vignettes, cases and boxes showcasing specific examples of how companies and their communications agencies are using integrated marketing communications are new or updated. They provide engaging insights into the most current and popular campaigns being used by marketers and the key current trends and developments taking place in the advertising world |
| Analysis |
Australian |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising -- Textbooks.
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Communication in maketing
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Advertising.
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Communication in marketing -- Textbooks.
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Communication in marketing.
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Sales promotion -- Textbooks.
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Sales promotion.
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| Genre/Form |
Textbooks.
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| Author |
Belch, Michael A., author
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Kerr, Gayle, author
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Powell, Irene, author
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| ISBN |
174307865X |
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9781743078655 |
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