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More About This Textbook

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.
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Product Details

  • ISBN-13: 9780072508826
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 9/28/2000
  • Edition description: Older Edition
  • Edition number: 5
  • 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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