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Table of contents


Student Edition
Instructor Edition
Advertising: An Integrated Marketing Communication Perspective, 3/e

George Belch
Michael Belch
Gayle Kerr
Irene Powell

ISBN: 174307865x
Copyright year: 2014

Table of contents



PART 1 - CHANGES IN MARKETING COMMUNICATION
Chapter 1 Where marketing communication began: the development of advertising in<br> Australia and New Zealand
Chapter 2 Integrated marketing communication: how marketing<br> communication evolved
Chapter 3Digital media
Chapter 4Social media
PART 2 - HOW MARKETING COMMUNICATION WORKS
Chapter 5The communication process
Chapter 6Starting with consumer behavior: understanding how marketing<br> communication might influence consumer behaviour
Chapter 7Social, ethical and regulatory aspects
Chapter 8Branding and building relationships with the database
PART 3 - PLANNING AND DECISION MAKING
Chapter 9Planning for IMC
Chapter 10Establishing objectives and budgeting for the IMC program
Chapter 11Message strategy and execution
Chapter 12Media: strategy and choices
Chapter 13Measuring the effectiveness of the IMC program
PART 4 - MARKETING COMMUNICATION DISCIPLINES
Chapter 14Direct marketing and personal selling
Chapter 15Public relations
Chapter 16Sales promotion
image: Advertising 3e

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