ADVERTISING+PROMOTION (LOOSELEAF)

by Belch, George E.; Belch, Michael A.

• ISBN13: 9781266854668
• ISBN10: 1266854665
• eBook ISBN(s): 9781266857218
• Additional ISBN(s): 9781264075065
• Edition: 13th
• Format: Loose-leaf
• Copyright: 2023-10-30
• Publisher: McGraw Hill
• More Book Details
• Purchase Benefits

Table of Contents

PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 
Chapter 1: An Introduction to Integrated Marketing Communications 
Chapter 2: The Role of IMC in the Marketing Process? 
 
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS 
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 
Chapter 4: Perspectives on Consumer Behavior 
 
PART THREE: ANALYZING THE COMMUNICATION PROCESS 
Chapter 5: The Communication Process? 
Chapter 6: Source, Message, and Channel Factors? 
  
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS 
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program? 
 
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM 
Chapter 8: Creative Strategy: Planning and Development? 
Chapter 9: Creative Strategy: Implementation and Evaluation? 
Chapter 10: Media Planning and Strategy? 
Chapter 11: Evaluation of Media: Television and Radio? 
Chapter 12: Evaluation of Media: Magazines and Newspapers? 
Chapter 13: Support Media 
Chapter 14: Direct Marketing 
Chapter 15: The Internet: Digital and Social Media 
Chapter 16: Sales Promotion 
Chapter 17: Public Relations, Publicity, and Corporate Advertising? 
 
PART SIX: MONITORING, EVALUATION, AND CONTROL 
Chapter 18: Measuring the Effectiveness of the Promotional Program? 
 
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES 
Chapter 19: International Advertising and Promotion? 
Chapter 20: Regulation of Advertising and Promotion 
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and?Promotion? 
Chapter 22: Personal Selling (Online Only)