Advertising and Promotion: An Integrated Marketing Communications Perspective

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  • Edition: 5th
  • Format: Hardcover
  • Copyright: 2001-05-01
  • Publisher: McGraw-Hill College
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The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.

Table of Contents

An Introduction to Integrated Marketing Communications
The Role of Imc in the Marketing Process
Organizing for Advertising and Promotion
Perspectives on Consumer Behavior
The Communication Process
Source, Message, and Channel Factors
Establishing Objectives and Budgeting for the Promotional Program
Creative Strategy: Planning and Development
Creative Strategy: Implementation and Evaluation
Media Planning and Strategy
Evaluation of Broadcast Media
Evaluation of Print Media
Support Media
Direct Marketing
Interactive Media and the Internet
Sales Promotion
Public Relations, Publicity, and Corporate Advertising
Personal Selling
Measuring the Effectiveness of the Promotional Program
International Advertising and Promotion
Regulation of Advertising and Promotion
Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Table of Contents provided by Publisher. All Rights Reserved.

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