Advertising
Subtitle: an integrated marketing communication perspective
By: George E. Belch [and others]
Edition: 2nd ed.
Publisher: McGraw-Hill Australia Pty Ltd
Published: 2011
Place of publication: North Ryde, N.S.W
Language: eng
ISBN-13: 9780070997981
Subjects: Advertising; Sales promotion; Communication in marketing; Ventes; Promotion; Communication en marketing
Description: 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.
Notes: Includes index.

Previous edition: Advertising and promotion. Sydney, 2009.
Table of contents: title: Part 1. The context of marketing communication; title: 1. When marketing communication began: the development of advertising in Australia and New Zealand; title: 2. Integrated marketing communication: how marketing communication evolved; title: 3. Social, ethical and regulatory aspects; title: Part 2. How marketing communications works; title: 4. The communication process; title: 5. Starting with the consumer: developing consumer insight; title: 6. Branding and building relationships with the database; title: Part 3. Plannind and decision making; title: 7. Planning for IMC; title: 8. Establishing objectives and budgeting for IMC program; title: 9. Message strategy and execution; title: 10. Media and contact strategy; title: 11. Media choices: evaluating media options; title: 12. Measuring the effectiveness of the IMC program; title: Part 4. Marketing communicaton disciplines; title: 13. Direct marketing and communication; title: 14. Interactive marketing; title: 15. Public relations; title: 16. Sales promotion; title: 17. Personal selling.