Advertising and Promotion: An Intergrated Marketing Communications perspective

The book Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales 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.

Advertising and Promotion: An Intergrated Marketing Communications perspective

George E. Belch, Michael A. Belch

McGraw-Hill

2018

Abstract

The book Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales 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 advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

The contents of the book include 7 parts:

+ Part one: Introduction to integrated marketing communications
1 An introduction to integrated marketing communications
2 The role of imc in the marketing process
+ Part two: Integrated marketing communications program situation analysis
3 Organizing for advertising and promotion: the role of ad agencies and other marketing communication organizations
4 Perspectives on consumer behavior
+ Part three: Analyzing the communication process
5 The communication process
6 Source, message, and channel factors
+ Part four: Objectives and budgeting for integrated marketing communications programs
7 Establishing objectives and budgeting for the promotional program
+ Part five: Developing the integrated marketing communications program
8 Creative strategy: planning and development
9 Creative strategy: implementation and evaluation
10 Media planning and strategy
11 Evaluation of media: television and radio 12 Evaluation of media: magazines and newspapers
13 Support media
14 Direct marketing
15 The internet: digital and social media
16 Sales promotion
17 Public relations, publicity, and corporate advertising
+ Part six: Monitoring, evaluation, and control
18 Measuring the effectiveness of the promotional program
+ Part seven: Special topics and perspectives
19 International advertising and promotion
20 Regulation of advertising and promotion
21 Evaluating the social, ethical, and economic aspects of advertising and promotion
22 Personal selling (online only)

Citation

George E. Belch, Michael A. Belch. Advertising and Promotion: An Intergrated Marketing Communications perspective. Mc Graw-Hill, 2018.

Collection

Bộ sưu tập Lĩnh vực Kinh tế

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