Advertising and Promotion An Integrated Marketing 4th Edition Belch Test Bank
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Advertising and Promotion An Integrated Marketing 4th Edition Belch Test Bank.
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Product details:
- ISBN-10 : 0071091386
- ISBN-13 : 978-0071091381
- Author:
Advertising & Promotion: An Integrated Marketing Communications Perspective is a comprehensive and balanced text that offers instructors and students advertising and promotion theories and applications, while providing relevant and up-to-date coverage of integrated marketing communications theories and practices.
Engaging students with a beautiful 4-colour design, interactive exercises for students, and a robust teaching supplements package, the new fourth Canadian edition of Belch et al Advertising & Promotion has been thoroughly updated to reflect the changes and trends in this dynamic area of study.
Table of 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
Appendix Example IMC plan – Crocodile Dundee: Tourism Australia
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