Advertising and Promotion: An Integrated Marketing Communications Perspective
McGraw-Hill Australia, 2008 - Advertising - 642 pages
Shortlisted for the 2009 Australian Educational Publishing Awards. The whole is great than the sum of the parts: this is the most basic premise of integrated marketing communication (IMC). Synergies can be generated if marketing communication is considered as a whole rather than planning advertising, public relations or promotion in isolation. This title takes this approach and can truly make the claim to the the first genuinely IMC text. Responding to market demands, this title is has been comprehensively re-organised into 4 parts (16 chapters) to suit Australia/New Zealand one-semester courses. Part 1 puts marketing communication into an Australia and New Zealand context. Armed with the context, students are given an overview of the communication process and basic theories and models in Part 2. In Part 3 students can begin to plan strategy with confidence and decide on tactics. By Part 4, students are able to integrate strategies and look at a number of different communication disciplines - direct and interactive, public relations and sponsorship, sales promotion and personal selling.
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