Advertising and Promotion: An Integrated Marketing Communications Perspective / Edition 9

by George Belch, Michael Belch

Overview

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.

Product Details

ISBN-13:	9780073404868
Publisher:	McGraw-Hill Higher Education
Publication date:	02/15/2011
Edition description:	Older Edition
Pages:	864
Product dimensions:	8.70(w) x 10.90(h) x 1.20(d)

About the Author

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

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