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Advertising and Promotion

Advertising and Promotion - 5th edition

ISBN13: 978-0072508826

Cover of Advertising and Promotion 5TH 01 (ISBN 978-0072508826)
ISBN13: 978-0072508826
ISBN10: 0072508825
Cover type:
Edition/Copyright: 5TH 01
Publisher: Richard D. Irwin, Inc.
Published: 2001
International: No

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Advertising and Promotion - 5TH 01 edition

ISBN13: 978-0072508826

George E. Belch and Michael A. Belch

ISBN13: 978-0072508826
ISBN10: 0072508825
Cover type:
Edition/Copyright: 5TH 01
Publisher: Richard D. Irwin, Inc.

Published: 2001
International: No
Summary

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.

Author Bio

Belch, George E. : San Diego State University


Belch, Michael A. : San Diego State University

Table of Contents

Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
Chapter 3: Organizing for Advertising and Promotion
Chapter 4: Perspectives on Consumer Behavior
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
Chapter 7: Establishing Objectives and Budgeting for the Promotional 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 Broadcast Media
Chapter 12: Evaluation of Print Media
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: Inteactive Media and the Internet
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
Chapter 18:Personal Selling
Chapter 19: Measuring the Effectiveness of the Promotional Program
Chapter 20: International Advertising and Promotion
Chapter 21: Regulation of Advertising and Promotion
Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

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