(eBook PDF) Advertising An Integrated Marketing Communication 3rd – Digital Ebook – Instant Delivery Download

Product details:

ISBN-10 ‏ : ‎ 1760421200
ISBN-13 ‏ : ‎ 978-1760421205
Author: George E. Belch, Michael A. Belch , Gayle Kerr Dr , Irene Powell Ms

Advertising and Integrated Marketing Communications brings to fore a perfect balance between theory and practice as well as planning and execution. The book introduces readers to the concept of integrated marketing communications, and its major tools, techniques and media, with a special focus on advertising.

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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(eBook PDF) Advertising An Integrated Marketing Communication 3rd

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