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. …  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 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

Pt. 1The Role of IMC in Marketing1
Ch. 1An Introduction to Integrated Marketing Communications2
Ch. 2The Role of IMC in the Marketing Process32
Pt. 2Integrated Marketing Program Situation Analysis63
Ch. 3Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations64
Ch. 4Perspectives on Consumer Behavior100
Pt. 3Analyzing the Communication Process135
Ch. 5The Communication Process136
Ch. 6Source, Message, and Channel Factors164
Pt. 4Objectives and Budgeting for Integrated Marketing Communications Programs195
Ch. 7Establishing Objectives and Budgeting for the Promotional Program196
Pt. 5Developing the Integrated Marketing Communications Program237
Ch. 8Creative Strategy: Planning and Development238
Ch. 9Creative Strategy: Implementation and Evaluation264
Ch. 10Media Planning and Strategy296
Ch. 11Evaluation of Broadcast Media338
Ch. 12Evaluation of Print Media376
Ch. 13Support Media412
Ch. 14Direct Marketing and Marketing on the Internet438
Ch. 15Sales Promotion468
Ch. 16Public Relations, Publicity, and Corporate Advertising512
Ch. 17Personal Selling542
Pt. 6Monitoring, Evaluation, and Control561
Ch. 18Measuring the Effectiveness of the Promotional Program562
Pt. 7Special Topics and Perspectives593
Ch. 19Business-to-Business Communications594
Ch. 20International Advertising and Promotion614
Ch. 21Regulation of Advertising and Promotion652
Ch. 22Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion684
Glossary of Advertising and Promotion Terms711
Endnotes725
Credits and Acknowledgments744
Name and Company Index747
Subject Index755

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