Belch, Belch, Kerr, Powell & Waller – Advertising: An Integrated Marketing Communication Perspective (2020) [1 PDF]
English | Size: 28.46 MB
Category: Tutorial
George E. Belch, Michael A. Belch, Gayle Kerr, Irene H. Powell & David Waller – Advertising: An Integrated Marketing Communication Perspective, 4th edition, Australian edition
Belch, Belch, Kerr, Waller, 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.
Contents:
Preface
About the Authors
Acknowledgments
What is Integrated Marketing Communication?
1 Everything is digital: Changes and challenges for consumers, marketers, and society
2 Integrated marketing communication: History anc current state
How Marketing Communication Works
3 Integration: The I in IMC
4 Consumer empowerment and behaviour
5 Communication and engagement with the brand
6 Social, ethical, and regulatory aspects
Planning and Decision Making
7 Consumer insight and strategy
8 Analytics
9 Search
10 Creative strategy
11 Media strategy
12 Measurement: Output and process measures
Marketing Communication Disciplines
13 Advertising
14 Public relations and publicity
15 Sales promotion, direct marketing, and personal selling
Appendix
Glossary
Index
Format: PDF
Length: 938 pages
Published: 2020 by McGraw-Hill Education (Australia)
ISBN-13: 9781760422400
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