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Advertising and Promotion - Text Only

Advertising and Promotion - Text Only - 9th edition

ISBN13: 978-0073404868

Cover of Advertising and Promotion - Text Only 9TH 12 (ISBN 978-0073404868)
ISBN13: 978-0073404868
ISBN10: 0073404861
Cover type: Hardback
Edition: 9TH 12
Copyright: 2012
Publisher: Richard D. Irwin, Inc.
Published: 2012
International: No

List price: $295.75

Advertising and Promotion - Text Only - 9TH 12 edition

ISBN13: 978-0073404868

George Belch

ISBN13: 978-0073404868
ISBN10: 0073404861
Cover type: Hardback
Edition: 9TH 12
Copyright: 2012
Publisher: Richard D. Irwin, Inc.
Published: 2012
International: No
Summary

Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); 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. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Table of Contents

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 Broadcast Media Chapter Twelve: Evaluation of Print Media chapter Thirteen: Support Media Chapter Fourteen: Direct Marketing Chapter Fifteen: The Internet and Interactive 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 Chapter Nineteen: International Advertising and Promotion Chapter Twenty: Regulation of Advertising and Promotion Chapter Twenty-One: Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion Chapter Twenty-Two (Web): Personal Selling