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Advertising : an integrated marketing communication perspective

Author: George E Belch
Publisher: North Ryde, N.S.W. : McGraw-Hill Australia Pty Ltd, 2010.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
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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Document Type: Book
All Authors / Contributors: George E Belch
ISBN: 9780070997981 0070997985
OCLC Number: 692219314
Notes: Includes index.
Previous edition: Advertising and promotion. Sydney, 2009.
Description: 1 volume
Contents: Part 1. The context of marketing communication --
1. When marketing communication 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.
Responsibility: George E. Belch [and others].

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  Read more...

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