Advertising and Promotion: An Integrated Marketing Communications Perspective

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Advertising and Promotion: An Integrated Marketing Communications Perspective

Format:  Hardcover,

828 pages

Publisher: McGraw-Hill College

Publish Date: Jan 2011

ISBN-13: 9780073404868

ISBN-10: 0073404861

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Book Information

The following content was provided by the publisher.
Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Specifications

Author:
Publisher: McGraw-Hill College
Publish Date: Jan 2011
ISBN-13: 9780073404868
ISBN-10: 0073404861
Format: Hardcover
Number of Pages: 828
Shipping Weight (in pounds): 4.27
Product in Inches (L x W x H): 8.6 x 1.2 x 10.9

Chapter outline

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

Book description

Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy.

The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

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