Advertising: An Integrated Marketing Communication Perspective

George E. Belch

57 citations0/0 files storedMcGraw-Hill eBooks

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

This text provide the ideal student-centered introduction to the fast-changing field of integrated marketing communications. Technologies such as the convergence of the internet, mobile devices, and traditional channels are changing the way companies use marketing tools to communicate with their customers. The third edition of this market-leading text has been extensively revised to examine how cutting-edge developments are impacting the IMC program of marketers. All vignettes, cases and boxes showcasing specific examples of how companies and their communications agencies are using integrated marketing communications are new or updated. They provide engaging insights into the most current and popular campaigns being used by marketers and the key current trends and developments taking place in the advertising world.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 57 citations exist upstream.

Cited by

2018Social customer relationship management: An integrated conceptual framework 2019The Interplay of Travelers’ Psychological Distance, Language Abstraction, and Message Appeal Type in Social Media Advertising 2016An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials 2012Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry 2018Exploring the Relative Effectiveness of Emotional, Rational, and Combination Advertising Appeals on Sport Consumer Behavior 2018Creatives talk technology: exploring the role and influence of digital media in the creative process of advertising art directors and copywriters 2018A market positioning approach to university–industry collaboration in tourism 2019Disclosing Product Placements of Fast Food to Children: The Importance of Reinforcing the Use of Disclosures and the Age of Children

Imported from OpenAlex (CC0) — nothing here is generated.