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Advertising: An Integrated Marketing Communication Perspective

by: George Belch, Michael Belch, Gayle Kerr, Irene Powell

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Retail Price: $154.95

Publisher: MCGRAW-HILL,01.06.14

Category: MARKETING Level: B/I/A

ISBN: 174307865X
ISBN13: 9781743078655

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PRESCRIBED TEXT FOR:

Institution:
Australian Catholic University - Mackillop (North Sydney) - First Semester 1501
Course Code:
MKTG202
Subject:
MKTG202 (Marketing Communication)

Institution: ACU North Sydney - 2014 2nd Semester
Course Code: MKTG202
Subject: Marketing Communication

Course Code: MKTG605
Subject: INTEGRATED MARKETING COMMUNICATION

Institution: ACU Brisbane (Banyo) - 2014 2nd Semester
Course Code: MKTG202
Subject: Marketing Communication

Description

Belch, Belch, Kerr and Powell 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.

A wealth of online resources enable students to test their own knowledge of core concepts and apply the theory in practical exercises. With a pre-paid AdForum subscription students can stay completely up to date with latest and best examples of integrated marketing communications from industry.


Key Features

Full ConnectPlus package
Extensive coverage on social media in part 1 which examines the impact of digital media,consumer empowerment, social media and engagemement
All new end of part ANZ / Asia and global cases with greater focus on social media and digital technology
A range of interactive resources for students including Advertising Target Practice and AdForum subscription
Advertising Target Practice allows students to study real-world marketing problems, examine objectives of the process, and then be given an opportunity to step in the shoes of an agency player and create their own versions of the campaigns
AdForum is the leading information provider for the global advertising industry. It is an online database containing 150,000+ ads from 110 countries worldwide. Students can stay uptodate with unlimited access to a library full of award-winning ads from around the world

Table of Contents

PART 1: THE CONTEXT OF MARKETING COMMUNICATION
Chapter 1 Where marketing communication began: the development of advertising in Australia and New Zealand
Chapter 2 Integrated marketing communication: how marketing communication evolved
Chapter 3 Digital media and consumer empowerment
Chapter 4 Social media and engagement

PART 2: HOW MARKETING COMMUNICATION WORKS
Chapter 5 The communication process
Chapter 6 Starting with the consumer: understanding how market 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 execution
Chapter 12 Media contact strategy and choices
Chapter 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