Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition

Book Description

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer , and communications . Belch/Belch's and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in , consumer behavior, communications, marketing, promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.In addition to thorough coverage of , Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including and mobile marketing, support media such as outdoor , product placement and integration, and publicity/public relations, with emphasis on the integration of with other promotional-mix elements and the need to understand their role and overall contribution.

Table of Contents

Part One: Introduction to Integrated Marketing Communications
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
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

Book Details

  • Title: Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition
  • Author: ,
  • Length: 897 pages
  • Edition: 11
  • Language: English
  • Publisher:
  • Publication Date: 2017-01-31
  • ISBN-10: B06XCR7QNY
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