Advertising and Promotion: An Integrated Marketing Communications Perspective

by George E. Belch; Michael A. Belch

• ISBN13: 9780256218992
• ISBN10: 0256218994
• Edition: 4th
• Format: Hardcover
• Copyright: 1997-10-01
• Publisher: McGraw-Hill Higher Education

Table of Contents

PART 1 THE ROLE OF IMC IN MARKETING	1	(62)
Chapter 1 An Introduction to Integrated Marketing Communications	2	(30)
Chapter 2 The Role of IMC in the Marketing Process	32	(31)
PART 2 INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS	63	(72)
Chapter 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations	64	(36)
Chapter 4 Perspectives on Consumer Behavior	100	(35)
PART 3 ANALYZING THE COMMUNICATION PROCESS	135	(60)
Chapter 5 The Communication Process	136	(28)
Chapter 6 Source, Message, and Channel Factors	164	(31)
PART 4 OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS	195	(42)
Chapter 7 Establishing Objectives and Budgeting for the Promotional Program	196	(41)
PART 5 DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM	237	(324)
Chapter 8 Creative Strategy: Planning and Development	238	(26)
Chapter 9 Creative Strategy: Implementation and Evaluation	264	(32)
Chapter 10 Media Planning and Strategy	296	(42)
Chapter 11 Evaluation of Broadcast Media	338	(38)
Chapter 12 Evaluation of Print Media	376	(36)
Chapter 13 Support Media	412	(26)
Chapter 14 Direct Marketing and Marketing on the Internet	438	(30)
Chapter 15 Sales Promotion	468	(44)
Chapter 16 Public Relations, Publicity, and Corporate Advertising	512	(30)
Chapter 17 Personal Selling	542	(19)
PART 6 MONITORING, EVALUATION, AND CONTROL	561	(32)
Chapter 18 Measuring the Effectiveness of the Promotional Program	562	(31)
PART 7 SPECIAL TOPICS AND PERSPECTIVES	593	(118)
Chapter 19 Business-to-Business Communications	594	(20)
Chapter 20 International Advertising and Promotion	614	(38)
Chapter 21 Regulation of Advertising and Promotion	652	(32)
Chapter 22 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion	684	(27)
Glossary of Advertising and Promotion Terms	711	(14)
Endnotes	725	(19)
Credits and Acknowledgments	744	(3)
Name and Company Index	747	(8)
Subject Index	755