Internet Exercises to Accompany Introduction to Advertising and Promotion / Edition 4

Internet Exercises to Accompany Introduction to Advertising and Promotion / Edition 4

by George E. Belch, Michael A. Belch
     
 

ISBN-10: 0070122911

ISBN-13: 9780070122918

Pub. Date: 12/28/1997

Publisher: McGraw-Hill Higher Education

Product Details

ISBN-13:
9780070122918
Publisher:
McGraw-Hill Higher Education
Publication date:
12/28/1997
Edition description:
4TH

Table of Contents

Introduction 1(6)
An Introduction to Integrated Marketing Communications
7(6)
The Role of IMC in the Marketing Process
13(6)
Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
19(6)
Perspectives on Consumer Behavior
25(6)
The Communication Process
31(6)
Source, Message, and Channel Factors
37(6)
Establishing Objectives and Budgeting for the Promotional Program
43(6)
Creative Strategy: Planning and Development
49(6)
Creative Strategy: Implementation and Evaluation
55(6)
Media Planning and Strategy
61(6)
Evaluation of Broadcast Media
67(6)
Evaluation of Print Media
73(6)
Support Media
79(6)
Direct Marketing and Marketing on the Internet
85(6)
Sales Promotion
91(6)
Public Relations, Publicity, and Corporate Advertising
97(4)
Personal Selling
101(4)
Measuring the Effectiveness of the Promotional Program
105(4)
Business-to-Business Communications
109(4)
International Advertising and Promotion
113(6)
Regulation of Advertising and Promotion
119(4)
Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
123(4)
Index of Websites 127

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