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Shrinkwrap - Advertising: An Integrated Marketing Communication Perspective 4th Edition (Pack - includes Connect)

by: George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell, David Waller

On-line Price: $122.36 (includes GST)

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N.Sydney : In Stock

Retail Price: $152.95

Publisher: MCGRAW-HILL,


ISBN: 1760422991
ISBN13: 9781760422998

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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.

The fourth edition brings together an author team of highly experienced teachers and industry professionals to produce a learning resource that is both pedagogically sound and reflective of the most current industry practices.

McGraw-Hill Connect is a digital teaching and learning environment that gives you the means to better connect with your coursework, with your instructors, and with the important concepts that you will need to know for success now and in the future. With Connect you can practise important skills at your own pace and on your schedule.

This pack contains the printed textbook and access to Connect.

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: the I in IMC
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

Appendix Example IMC plan - Crocodile Dundee: Tourism Australia

Supporting Websites
Online Learning Center: www.mhhe.com/au/belch4e
Online Learning Center: www.mhhe.com/au/belch4e
Online Learning Center: www.mhhe.com/au/belch4e
Online Learning Center: www.mhhe.com/au/belch4e