Advertising and Promotion: Integrated Marketing Communications Perspective (Looseleaf), 12th edition

by Belch, George E; Belch, Michael A

• ISBN13: 9781264075065
• ISBN10: 1264075065
• Edition: 12th
• Format: Loose-leaf
• Copyright: 2020-02-28
• Publisher: McGraw Hill

Table of Contents

Part One Introduction to Integrated Marketing Communications
1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
2 THE ROLE OF IMC IN THE MARKETING PROCESS 


Part Two Integrated Marketing Communications 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 Three Analyzing the Communication Process
5 THE COMMUNICATION PROCESS 
6 SOURCE, MESSAGE, AND CHANNEL FACTORS 


Part Four Objectives and Budgeting for Integrated Marketing Communications Programs
7 ESTABLISHING OBJECTIVES AND BUDGETING FOR THE PROMOTIONAL PROGRAM 


Part Five 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 MEDIA: TELEVISION AND RADIO 
12 EVALUATION OF MEDIA: MAGAZINES AND NEWSPAPERS 
13 SUPPORT MEDIA
14 DIRECT MARKETING
15 THE INTERNET: DIGITAL AND SOCIAL MEDIA
16 SALES PROMOTION
17 PUBLIC RELATIONS, PUBLICITY, AND CORPORATE ADVERTISING 


Part Six Monitoring, Evaluation, and Control
18 MEASURING THE EFFECTIVENESS OF THE PROMOTIONAL PROGRAM 


Part Seven Special Topics and Perspectives
19 INTERNATIONAL ADVERTISING AND PROMOTION 
20 REGULATION OF ADVERTISING AND PROMOTION
21 EVALUATING THE SOCIAL, ETHICAL, AND ECONOMIC ASPECTS OF ADVERTISING AND      PROMOTION 
22 PERSONAL SELLING (ONLINE ONLY)