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Advertising & Promotion: An Integrated Marketing Communications Perspective / Edition 6

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Overview

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As 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 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.

AdSim is an Advertising Simulation set in the consumer electronics industry where students are required to make decisions about Agency selection; Brand positioning and messages; Media Selection, including traditional and non-traditional; Market Research, both ordering and interpreting; and Budgeting. This simulation, created by SmartSims, provides a highly engaging means of developing a real understanding and appreciation of the fundamentals and dynamics of communications, advertising and promotion in business. AdSim challenges students to apply recently learned concepts, principles and explained practices in developmentof overall communications, advertising and promotion campaigns, whether against the computer in the Single-Player version or in direct competition with their peers in the Multi-Player version.

AdSim for Belch is a learning companion to Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e by George and Micheal Belch and has been modeled on the contemporary US DVD-Player Market. Using this simulation, students will develop:•
An understanding of the factors involved in the development of an advertising and promotion in a highly competitive market.•
Insights into selecting different media for specific communications goals and target markets while being constrained by a fixed budget.•
Insights into the importance market and media research.•
Insights into the influence of brand awareness and on-going measurement.•
A better appreciation of the concepts of an integrated marketing communication approach.•
Critical decision-making and team participation skills in an interactive learning environment.

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Product Details

  • ISBN-13: 9780073049724
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 7/16/2004
  • Edition description: Book & CD-ROM
  • Edition number: 6
  • Pages: 864
  • Product dimensions: 8.82 (w) x 11.12 (h) x 1.48 (d)

Meet 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.

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Table of Contents

Part 1: The Role of IMC in Marketing

Chapter 1: An Introduction of Integrated Marketing Communications

Chapter 2: The Role of IMC in the Marketing Process

Part 2: Integrated Marketing Program Situation Analysis

Chapter 3: Organizing for Advertising and Promotion

Chapter 4: Perspectives on Consumer Behavior

Part 3: Analyzing the Communication Process

Chapter 5: The Communication Process

Chapter 6: Source, Message, and Channel Factors

Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Part 5: Developing the Integrated marketing Communications 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 and Marketing on the Internet

Chapter 15: Internet and WWW

Chapter 16: Sales Promotion

Chapter 17: Public Relations, Publicity, and Corporate Advertising

Chapter 18:Personal Selling

Part 6: Monitoring, Evaluation, and Control

Chapter 19: Measuring the Effectiveness of the Promotional Program

Part 7: Special Topics and Perspectives

Chapter 20: International Advertising and Promotion

Chapter 21: Regulation of Advertising and Promotion

Chapter 22: Evaluating the Social, Ethical, and Economic Aspects ofAdvertising and Promotion

Glossary of Advertising and Promotion Terms

End Notes

Credits and Acknowledgements

Name and Company Index

Subject Index
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