Advertising and Promotion George Belch / Michael Belch 13th ISE 9781266090608
TITLE : Advertising and Promotion: An Integrated Marketing Communications Perspective- George Belch / Michael Belch
ISBN13 : 9781266090608
PUBLISHER : MCGRAWHILL (2023)
EDITION : 13TH ISE PAPERBACK
PAGES : 832 COLOR PAGES
Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package with Connect and SmartBook 2.0 have also received extensive innovative updates!
Contains Ethical, Global and Digital/Social Media Perspectives throughout
Explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics.???
Extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media.
Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Table of Contents
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process?
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS
Chapter 5: The Communication Process?
Chapter 6: Source, Message, and Channel Factors?
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program?
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM
Chapter 8: Creative Strategy: Planning and Development?
Chapter 9: Creative Strategy: Implementation and Evaluation?
Chapter 10: Media Planning and Strategy?
Chapter 11: Evaluation of Media: Television and Radio?
Chapter 12: Evaluation of Media: Magazines and Newspapers?
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and Social Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising?
PART SIX: MONITORING, EVALUATION, AND CONTROL
Chapter 18: Measuring the Effectiveness of the Promotional Program?
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
Chapter 19: International Advertising and Promotion?
Chapter 20: Regulation of Advertising and Promotion
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and?Promotion?
Chapter 22: Personal Selling (Online Only)