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

Book Description

To effectively plan, implement, and evaluate Integrated Communications (IMC) programs, one must understand the overall process, consumer behavior, and communications . Belch/Belch's and Promotion: An Integrated Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, , sales promotion, and other fields to give students a basis for understanding the communications process, how it influences consumer decision making, and how to develop promotional strategies.In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct , the Internet including social media and , support media such as outdoor advertising, product placement and , and publicity/public relations, with emphasis on the of advertising 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 Analysis
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing 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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