Introduction to Advertising and Promotion / Edition 4

Introduction to Advertising and Promotion / Edition 4

by George E. Belch, Michael A. Belch, Michael A. Belch
     
 

ISBN-10: 0256218994

ISBN-13: 9780256218992

Pub. Date: 10/28/1997

Publisher: McGraw-Hill Companies, The

The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond the 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.

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 the 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:
9780256218992
Publisher:
McGraw-Hill Companies, The
Publication date:
10/28/1997
Series:
Irwin Series in Marketing
Edition description:
Older Edition
Pages:
762
Product dimensions:
8.81(w) x 11.24(h) x 1.26(d)

Table of Contents

Part 1: The Role of IMC in Marketing
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
Part II: Integrated Marketing Program Situation Analysis
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Specialists
Chapter 4: Perspectives on Consumer Behavior
Part III: Analyzing the Communications Process
Chapter 5: The Communications Process
Chapter 6: Source, Message, and Channel Factors
Part IV: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter 7: Establishing Objectives and Budgeting for the Promotional Programs
Part V: 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
(and more...)

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