ADVERTISING : an integrated marketing communication perspective.

Advertising An Integrated Marketing Communications Perspective 4th Australian Edition 2020
Halftitle
Dedication
Titlepage
Copyright
Contents in Brief
Contents
Preface
About the Australian Authors
About the Contributing Authors
About the Feature Authors
About the Original Authors
Acknowledgments
Case study Matrix
Highlights of this edition
Text at a glance
Learnsmart
Introduction
Introduction
Data has always shaped society
Four industrial revolutions
Disrupted marketers
Empowered customers
Changed society
Summary
Key terms
Discussion questions
Endnotes
Introduction
Summary
Key terms
Discussion questions
Endnotes
Case study 1a
Case study 1b
Introduction
Graduate spotlight
Introduction
Marketing: where IMC begins
IMC: where marketing communication comes together
Definitions of IMC
Implementation of IMC
Tools for IMC
Strategic consistency
Summary
Key terms
Discussion questions
Endnotes
Introduction
Integration
Type of integration
Synergy
Paid, owned and earned media
Consumer empowerment and the push–pull marketplace
An overview of consumer behaviour
The consumer decision-making process
Micro influences on consumer behaviour
Summary
Key terms
Discussion questions
Endnotes
Introduction
Macro influences on consumer behaviour
New approaches to understanding consumer behaviour
The nature of communication
A basic model of communication
Summary
Key terms
Discussion questions
Endnotes
Introduction
Summary
Key terms
Discussion questions
Endnotes
Case study 2a
Case study 2b
Analysing the receiver
Response models
Cognitive processing of communication and persuasion
Brands, branding and engagement
Measuring the brand
How consumers engage with brands and build relationships
IMC turns consumer data into brand relationships
IMC ethics
Social and ethical criticisms of advertising
Regulation
Self-regulation
Introduction
Graduate spotlight
Introduction
Account planning in the digital era
Summary
Key terms
Discussion questions
Endnotes
Introduction
The planning process
IMC strategic decisions
Planning for IMC
Determining objectives
Data-enabled decision making
Summary
Key terms
Discussion questions
Endnotes
Introduction
Data sources
The technology driving analytics
Data-empowered creativity
Historical search tactics
The search ecosystem
Paid search
SEO and organic search
Summary
Key terms
Discussion questions
Endnotes
Introduction
The blended search approach
Moving forward in search
What is creativity?
How creativity works
The creative process
Message strategy: what to say
The big idea: how to say it
How to execute it: appeals and execution styles
Behind every good campaign is a great client
Summary
Key terms
Discussion questions
Endnotes
Introduction
Developing and implementing media strategies
An overview of media planning
Some basic terms and concepts
Developing the media plan
Characteristics of media
Digital advertising
Television
Summary
Key terms
Discussion questions
Endnotes
Introduction
Radio
Print
Out-of-home media
Cinema
The importance of measurement
The measurement process
Evaluating the effectiveness of IMC programs
Summary
Key terms
Discussion questions
Endnotes
Case study 3a
Case study 3b
Introduction
Introduction
Testing for campaign development
New initiatives in measurement
Advertising defined: you’ve been watching it all your life, but exactly how do you define it?
The future of advertising
Summary
Key terms
Discussion questions
Endnotes
Introduction
History of advertising: where marketing communication began in Australia and New Zealand
The changing advertising landscape
Public relations
Practising public relations
Measuring the effectiveness of public relations
Publicity as a strategy
Summary
Key terms
Discussion questions
Endnotes
Introduction
Corporate advertising
The scope and role of sales promotion
The growth of sales promotion
Consumer-orientated sales promotion
Trade-orientated sales promotion
Direct marketing and personal selling
Advantages and limitations of direct marketing
The scope of personal selling in the IMC process
Summary
Key terms
Discussion questions
Endnotes
Case study 4a
Case study 4b
Appendix
Glossary
Index
Advantages and limitations of personal selling
Evaluating the personal selling effort