Advertising and Promotion

Name: Advertising and Promotion
Price: 39.67 USD
Availability: InStock
ISBN: 9780071284400

ISBN-10: 0071284400

ISBN-13: 9780071284400

Edition: N/A

Authors: George E. Belch, Michael A. Belch

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This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.

Book details

Publisher: McGraw Hill Higher Education
Pages: 864
Weight: 1.870



The Role of IMC in Marketing


An Introduction of Integrated Marketing Communications


The Role of IMC in the Marketing Process


Integrated Marketing Program Situation Analysis


Organizing for Advertising and Promotion


Perspectives on Consumer Behavior


Analyzing the Communication Process


The Communication Process


Source, Message, and Channel Factors


Objectives and Budgeting for Integrated Marketing Communications Programs


Establishing Objectives and Budgeting for the Promotional Program


Developing the Integrated marketing Communications Program


Creative Strategy: Planning and Development


Creative Strategy: Implementation and Evaluation


Media Planning and Strategy


Evaluation of Broadcast Media


Evaluation of Print Media


Support Media


Direct Marketing and Marketing on the Internet


Internet and WWW


Sales Promotion


Public Relations, Publicity, and Corporate Advertising


Personal Selling


Monitoring, Evaluation, and Control


Measuring the Effectiveness of the Promotional Program


Special Topics and Perspectives


International Advertising and Promotion


Regulation of Advertising and Promotion


Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion