Advertising and Promotion with Powerweb / Edition 5

Advertising and Promotion with Powerweb / Edition 5

by George E. Belch, Michael A. Belch
     
 

ISBN-10: 0072508825

ISBN-13: 9780072508826

Pub. Date: 09/28/2000

Publisher: McGraw-Hill Higher Education

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. …  See more details below

Overview

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.

Product Details

ISBN-13:
9780072508826
Publisher:
McGraw-Hill Higher Education
Publication date:
09/28/2000
Edition description:
Older Edition
Pages:
19
Product dimensions:
8.80(w) x 11.10(h) x 1.30(d)

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: Interactive 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
(and more...)

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