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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN-10: 0073404861

ISBN-13: 9780073404868

Edition: 9th 2012

Authors: George E. Belch, Michael A. Belch

List price: $113.99
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Book details

List price: $113.99
Edition: 9th
Copyright year: 2012
Publisher: McGraw-Hill Higher Education
Publication date: 2/1/2011
Binding: Hardcover
Pages: 864
Size: 8.50" wide x 10.75" long x 1.25" tall
Weight: 4.290
Language: English

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

Introduction to Integrated Marketing Communications
An Introduction to Integrated Marketing Communications
The Role of IMC in the Marketing Process
Integrated Marketing Program Situation Analysis
Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
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
The Internet and Interactive Media
Sales Promotion
Public Relations, Publicity, and Corporate Advertising
Monitoring, Evaluation, and Control
Measuring the Effectiveness of the Promotional Program
International Advertising and Promotion
Regulation of Advertising and Promotion
Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion
Personal Selling