Advertising: An Integrated Marketing Communication Perspective 4e (Pack – includes Connect) 4th Edition George E. Belch – eBook PDF

Advertising: An Integrated Marketing Communication Perspective 4e (Pack – includes Connect) – Ebook PDF Instant Delivery – ISBN(s): 9781760422998,9781760422400,1760422991,1760422401

Product details:

• ISBN-10 ‏ : ‎ 1760422991
• ISBN-13 ‏ : ‎ 978-1760422998
• Author: George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell, 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 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 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 4 MARKETING COMMUNICATION DISCIPLINES
Chapter 13 Advertising
Chapter 14 Public relations and publicity
Chapter 15 Sales promotion, direct marketing and personal selling

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