PART 1: THE CONTEXT OF MARKETING COMMUNICATIONChapter 1 Where marketing communication began: the development of advertising in Australia and New Zealand. Chapter 2 Integrated marketing communication: how marketing communication evolved Chapter 3 Digital media and consumer empowerment Chapter 4 Social media and engagement part 2: HOW MARKETING COMMUNICATION WORKSChapter 5 The communication process Chapter 6 Starting with the consumer: understanding how market communication might influence consumer behavior Chapter 7 Social, ethical and regulatory aspects Chapter 8 Branding and building relationships with the database part 3: PLANNING AND DECISION MAKINGChapter 9 Planning for IMC Chapter 10 Establishing objectives and budgeting for the IMC program Chapter 11 Message strategy and executionChapter 12 Media contact strategy and choicesChapter 13 Measuring the effectiveness of the IMC program part 4: MARKETING COMMUNICATION DISCIPLINESChapter 14 Direct marketing and personal sellingChapter 15 Public relationsChapter 16 Sales promotion.

This text provides 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.