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Shrink Wrap: Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition + Developing Your IMC Plan 1E

by: George Belch, Michael Belch and Waller

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On-line Price: $171.95 (includes GST)

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Retail Price: $197.95

Publisher: MCGRAW-HILL,15.04.11

Category: MARKETING Level:

ISBN: 1743076002
ISBN13: 9781743076002

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Institution: UTS Broadway - First Semester 1501
Course Code: 24210
Subject: Integrated Marketing Communications


Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Table of Contents

Part One Introduction to Integrated Marketing Communications
Chapter One: An Introduction to Integrated Marketing Communications
Chapter Two: The Role of IMC in the Marketing Process
Part Two Integrated Marketing Program Situation Analysis
Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter Four: Perspectives on Consumer Behavior
Part Three: Analyzing the Communication Process
Chapter Five: The Communication Process
Chapter Six: Source, Message, and Channel Factors
Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program
Part Five: Developing the Integrated Marketing Communications Program
Chapter Eight: Creative Strategy: Planning and Development
Chapter Nine: Creative Strategy: Implementation and Evaluation
Chapter Ten: Media Planning and Strategy
Chapter Eleven: Evaluation of Broadcast Media
Chapter Twelve: Evaluation of Print Media
chapter Thirteen: Support Media
Chapter Fourteen: Direct Marketing
Chapter Fifteen: The Internet and Interactive Media
Chapter Sixteen: Sales Promotion
Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising
Part Six Monitoring, Evaluation, and Control
Chapter Eighteen: Measuring the Effectiveness of the Promotional Program
Chapter Nineteen: International Advertising and Promotion
Chapter Twenty: Regulation of Advertising and Promotion
Chapter Twenty-One: Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion
Chapter Twenty-Two (Web): Personal Selling


Designed for marketing students and practitioners. In a highly competitive market it is vital to effectively communicate the message of your product, service or idea. The starting point for effective marketing communication is an integrated marketing communication (IMC) plan.

Developing Your Integrated Marketing Communication Plan is a highly practical workbook taking you through the process of creating of an effective IMC plan, step by step. Accompanied by quotes from seasoned professionals, handy hints and a case study this book will help you and your marketing message succeed in our contemporary business environment.

Key Features

End of book case study for `Metronome Music? that applies the IMC framework to a local business
Step by step workbook style to encourage students to apply theory from advertising texts to real life practice
Introduces a framework for the IMC plan to help student comprehension