Advertising and promotion : an integrated marketing communications perspective /
Belch, George E. 1951-
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch, both of San Diego State University. - tenth edition. - xxxiv, 842 pages : color illustrations ; 29 cm
Includes bibliographical references (pages 280-810) and indexes.
Part one: Introduction to integrated marketing communications --
An introduction to integrated marketing communications --
The role of IMC in the marketing process --
Part 2: Integrated marketing communications program situation analysis --
Organizing for advertising and promotion: the role of ad agencies and other marking communication organizations --
Perspectives on consumer behavior --
Part 3: Analyzing the communication process --
The communication process --
Source, message, and channel factors --
Part 4: Objectives and budgeting for integrated marketing communications programs --
Establishing objectives and budgeting for the promotional program --
Part 5: Developing the integrated marketing communications program --
Creative strategy: planning and development --
Creative strategy: implementation and evaluation --
Media planning and strategy --
Evaluation of media: television and radio --
Evaluation of media: magazines and newspapers --
Support media --
Direct marketing --
The internet: digital and social media --
Sales promotion --
Public relations, publicity, and corporate advertising --
Part 6: Monitoring, evaluation and control --
Measuring the effectiveness of the promotional program --
Part 7: Special topics and perspectives --
International advertising and promotion --
Regulation of advertising and promotion --
Evaluating the social, ethical, and economic aspects of advertising and promotion --
Personal selling (online).
We are pleased to present this Global Edition, which has been developed specifically to meet the needs of international advertising students.
In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today’s business world, one must recognize how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.
This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.
9789814575119 9814575119
2013041596
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 2015
659.1 / B.G.A
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch, both of San Diego State University. - tenth edition. - xxxiv, 842 pages : color illustrations ; 29 cm
Includes bibliographical references (pages 280-810) and indexes.
Part one: Introduction to integrated marketing communications --
An introduction to integrated marketing communications --
The role of IMC in the marketing process --
Part 2: Integrated marketing communications program situation analysis --
Organizing for advertising and promotion: the role of ad agencies and other marking communication organizations --
Perspectives on consumer behavior --
Part 3: Analyzing the communication process --
The communication process --
Source, message, and channel factors --
Part 4: Objectives and budgeting for integrated marketing communications programs --
Establishing objectives and budgeting for the promotional program --
Part 5: Developing the integrated marketing communications program --
Creative strategy: planning and development --
Creative strategy: implementation and evaluation --
Media planning and strategy --
Evaluation of media: television and radio --
Evaluation of media: magazines and newspapers --
Support media --
Direct marketing --
The internet: digital and social media --
Sales promotion --
Public relations, publicity, and corporate advertising --
Part 6: Monitoring, evaluation and control --
Measuring the effectiveness of the promotional program --
Part 7: Special topics and perspectives --
International advertising and promotion --
Regulation of advertising and promotion --
Evaluating the social, ethical, and economic aspects of advertising and promotion --
Personal selling (online).
We are pleased to present this Global Edition, which has been developed specifically to meet the needs of international advertising students.
In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today’s business world, one must recognize how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.
This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.
9789814575119 9814575119
2013041596
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 2015
659.1 / B.G.A