Advertising and Promotion: An Integrated Marketing Communication Perspective
George E. Belch
The whole is greater 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. It has been comprehensively organised into 4 parts 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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