01706cam a22002418a 450000100090000000300040000900500170001300800410003002000180007104000120008905000200010110000170012124501020013825000120024026000450025230000250029750400510032250509930037365000320136665000240139865000210142270000210144313936470OSt20220314090507.0050420s2005    nyu      b    001 0 eng    a9781292092614  aDLCcLC00aHF5415.123.F55 1 aFill, Chris.10aMarketing communications: discovery, creation and conversations. /cChris Fill and Sarah Turnbull  a7th ed.  aNew York:bPearson Education Ltd,c2016.  axxxvi, 724 p.:bill;  aIncludes bibliographical references and index.  aContents: 1. Introduction to marketing communications: Introducing marketing communications -- Communications: forms and conversations -- Audience insight: information processing and behaviour -- How marketing communications work -- 2. Managing marketing communications: Marketing commutations: strategy and planning --  Marketing commutations: objectives and positioning -- The communications industry: structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- 3. The marketing communications mix: Advertising: role, forms and strategy -- Public relations: principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media - principles and practice -- Social, search and other interactive media -- Media planning: reaching audiences --


 0aCommunication in marketing. 0aMarketing channels. 0aSales promotion.  qTurnbull, Sarah