Advertising and promotion
Advertising and promotion: an integrated marketing communications perspective George E. Belch & Michael A. Belch
Publisher: Boston, Mass. : McGraw-Hill Irwin, 2007.
ISBN: 0071108521
DDC: 659.1
LCC: HF5823
Edition: (international ed. : pbk. pkg.)
Notes:
Includes index.
Includes bibliographical references and indexes.
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
program situation analysis. 3. Organizing for advertising and
promotion: The role of ad agencies and other marketing communication
organizations -- 4. Perspectives on consumer behavior -- Tart 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 broadcast media -- 12.
Evaluation of print media -- 13. Support media -- 14. Direct
marketing -- 15. Internet and interactive media -- 16. Sales
promotion -- 17. Public relations, publicity, and corporate
advertising -- 18. Personal selling -- Part Six. Monitoring,
evaluation, and control. 19. Measuring the effectiveness of the
promotional program -- Part Seven. Special topics and perspectives.
20. International advertising and promotion -- 21. Regulation of
advertising and promotion -- 22. Evaluating the social, ethical, and
economic aspects of advertising and promotion -- Glossary of
advertising and promotion terms.
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