ADVERTISING AND PROMOTION
AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE
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A termék adatai:
- Kiadás sorszáma 9
- Kiadó McGraw-Hill Education
- Megjelenés dátuma 2011. augusztus 16.
- ISBN 9780071314404
- Kötéstípus Puhakötés
- Terjedelem808 oldal
- Nyelv angol 0
Kategóriák
Hosszú leírás:
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.
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.
Tartalomjegyzék:
TABLE OF CONTENTS
PART 1: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
1 An Introduction to Integrated Marketing Communications
2 The Role of IMC in the Marketing Process
PART 2: INTEGRATED MARKETING 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 3: ANALYZING THE COMMUNICATION PROCESS
5 The Communication Process
6 Source, Message, and Channel Factors
PART 4: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
7 Establishing Objectives and Budgeting for the Promotional Program
PART 5: 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 Broadcast Media
12 Evaluation of Print Media
13 Support Media
14 Direct Marketing
15 The Internet and Interactive Media
16 Sales Promotion
17 Public Relations, Publicity, and Corporate Advertising
PART 6: MONITORING, EVALUATION, AND CONTROL
18 Measuring the Effectiveness of the Promotional Program
19 International Advertising and Promotion
20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion
21 (online) Personal Selling
22 (online) Regulation of Advertising and Promotion
