(eBook PDF) Advertising: An Integrated Marketing Communications Perspective 4th Australian Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1760422991
- ISBN-13 : 978-1760422998
- Author: George E. Belch, Michael A. Belch, Gayle Kerr Dr , Irene Powell Ms, David Waller
Advertising 4e has been fully revised to reflect the rapidly evolving advertising industry by beginning from the premise that everything is digital. To introduce students to the power of digital marketing, this edition contains two new chapters on Search and Analytics, which underpin all modern communication systems. A third new chapter on Integration and Synergy demonstrates how these tools can be brought together to form a measurable, customer-focused IMC plan.
Table contents:
Part 1 WHAT IS INTEGRATED MARKETING COMMUNICATION?
Chapter 1 Everything is digital: changes and challenges for consumers, marketers and society
Chapter 2 Integrated marketing communication: history and current state
Part 1 cases
Part 2 HOW MARKETING COMMUNICATION WORKS
Chapter 3 Integration and synergy
Chapter 4 Consumer empowerment and behaviour
Chapter 5 Communication and engagement with the brand
Chapter 6 Social, ethical and regulatory aspects
Part 2 cases
Part 3 PLANNING AND DECISION MAKING
Chapter 7 Consumer insight and strategy
Chapter 8 Analytics
Chapter 9 Search
Chapter 10 Creative strategy
Chapter 11 Media strategy
Chapter 12 Measurement: output and process measures
Part 3 cases
Part 4 MARKETING COMMUNICATION DISCIPLINES
Chapter 13 Advertising
Chapter 14 Public relations and publicity
Chapter 15 Sales promotion, direct marketing and personal selling
Part 4 cases
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