Advertising: An Integrated Marketing Communication Perspective

Belch, Belch, Kerr and Powell provide the ideal student-centered introduction to the fast-changing field of integrated marketing communications. Technologies such as the convergence of the internet, mobile devices, and traditional channels are changing the way companies use marketing tools to communicate with their customers. The third edition of this market-leading text has been extensively revised to examine how cutting-edge developments are impacting the IMC program of marketers. All vignettes, cases and boxes showcasing specific examples of how companies and their communications agencies are using integrated marketing communications are new or updated. They provide engaging insights into the most current and popular campaigns being used by marketers and the key current trends and developments taking place in the advertising world. A wealth of online resources enable students to test their own knowledge of core concepts and apply the theory in practical exercises. With a pre-paid AdForum subscription students can stay completely up to date with latest and best examples of integrated marketing communications from industry.

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

About the Author :
Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.