Advertising and promotion : an integrated marketing communication perspective

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Title:

Advertising and promotion : an integrated marketing communication perspective

Author:

Belch, George E. (George Edward), 1951-

ISBN:

9780074717660

Publication Information:

Sydney : McGraw-Hill Australia, c2009.

Physical Description:

xxx, 642 p. : ill. (chiefly col.), ports. ; 26 cm.

General Note:

Includes index.

Abstract:

"This highly successful and trusted US textbook has been revised and updated by a talented team of leading researchers from Australia and New Zealand in the field of integrated marketing communication (IMC) and advertising.'--Back cover.

Subject Term:

Advertising.

Sales promotion.

Communication in marketing.

Added Author:

Belch, George E. (George Edward), 1951-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025521234	659.1 B427A 2009	1	Searching... Unknown

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Summary

Shortlisted for the 2009 Australian Educational Publishing Awards. The whole is great than the sum of the parts: this is the most basic premise of integrated marketing communication (IMC). Synergies can be generated if marketing communication is considered as a whole rather than planning advertising, public relations or promotion in isolation. This title takes this approach and can truly make the claim to the the first genuinely IMC text. Responding to market demands, this title is has been comprehensively re-organised into 4 parts (16 chapters) to suit Australia/New Zealand one-semester courses. Part 1 puts marketing communication into an Australia and New Zealand context. Armed with the context, students are given an overview of the communication process and basic theories and models in Part 2. In Part 3 students can begin to plan strategy with confidence and decide on tactics. By Part 4, students are able to integrate strategies and look at a number of different communication disciplines - direct and interactive, public relations and sponsorship, sales promotion and personal selling.