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

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

Label
Advertising : an integrated marketing communication perspective
Title
Advertising
Title remainder
an integrated marketing communication perspective
Statement of responsibility
[George E.] Belch, [Michael A.] Belch, [Gayle] Kerr, [Irene H.] Powell
Creator
Contributor
Author
Subject
Language
eng
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
Cataloging source
ANL
Dewey number
659.1
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
Label
Advertising : an integrated marketing communication perspective, [George E.] Belch, [Michael A.] Belch, [Gayle] Kerr, [Irene H.] Powell
Publication
Copyright
Note
Includes index
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • mel
  • wbl
  • glg
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
  • still image
  • still image
Content type code
  • sti
  • sti
Content type MARC source
  • rdacontent
  • rdacontent
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
  • 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
  • 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
  • Part 4 -- Marketing communication disciplines.
  • Chapter 14. -- Direct marketing and personal selling.
  • Chapter 15. -- Public relations.
  • Chapter 16. -- Sales promotion
Control code
000051775540
Dimensions
28 cm
Edition
3e
Extent
xxiii, 584 pages
Isbn
9781743078655
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
colour illustrations
http://library.link/vocab/recordID
.b32254702
System control number
  • (OCoLC)854832785
  • md32254702

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
    • Deakin University Library - Melbourne Burwood CampusBorrow it
      221 Burwood Highway, Burwood, Victoria, 3125, AU
      -37.846510 145.115099
    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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