9780078028977

Advertising and Promotion: An Integrated Marketing Communications Perspective

by ;
  • ISBN13:

    9780078028977

  • ISBN10:

    0078028973

  • Edition: 10th
  • Format: Hardcover
  • Copyright: 1/16/2014
  • Publisher: McGraw-Hill Education

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Summary

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 organisations' 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 recognise 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.

Table of Contents

Part One: Introduction to Integrated Marketing Communications

Chapter One: An Introduction to Integrated Marketing Communications

Chapter Two: The Role of IMC in the Marketing Process

Part Two: Integrated Marketing Program Situation Analysis

Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Chapter Four: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process

Chapter Five: The Communication Process

Chapter Six: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program

Part Five: Developing the Integrated Marketing Communications Program

Chapter Eight: Creative Strategy: Planning and Development

Chapter Nine: Creative Strategy: Implementation and Evaluation

Chapter Ten: Media Planning and Strategy

Chapter Eleven: Evaluation of Media: Television and Radio

Chapter Twelve: Evaluation of Media: Magazines and Newspapers

Chapter Thirteen: Support Media

Chapter Fourteen: Direct Marketing

Chapter Fifteen: The Internet: Digital and Social Media

Chapter Sixteen: Sales Promotion

Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising

Part Six: Monitoring, Evaluation, and Control

Chapter Eighteen: Measuring the Effectiveness of the Promotional Program

Part Seven: Special Topics and Perspectives

Chapter Nineteen: International Advertising and Promotion

Chapter Twenty: Regulation of Advertising and Promotion

Chapter Twenty-One: Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion

Chapter Twenty-Two (Available in Create and ebook): Personal Selling

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