Advertising : an integrated marketing communication perspective by Belch, George E. (George Edward), 1951-; Belch, George E. (George Edward), 1951- Advertising and promotion instant download

Advertising : an integrated marketing communication perspective by Belch, George E. (George Edward), 1951-; Belch, George E. (George Edward), 1951- Advertising and promotion instant download

1 volume, 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, Includes index, Previous edition: Advertising and promotion. Sydney, 2009, 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