Title:
Advertising : an integrated marketing communication perspective
Author:
Belch, George E. (George Edward), 1951-
ISBN:
9780070997981
Edition:
2nd [Australian] ed.
Publication Information:
Sydney : McGraw-Hill, ©2012, [i.e. 2011].
Physical Description:
xxviii, 644 p. : col. ill. ; 26 cm.
General Note:
George E Belch, Michael A Belch, Gayle Kerr, Irene Powell.
"www.mhhe.com/au/belch2e"--Cover.
Previous ed.: Advertising and promotion. Sydney, 2009.
Contents:
Part 1. The context of marketing communication -- 1. When marketingcommunication 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.
Abstract:
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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