Introduction to Advertising and Promotion / Edition 4

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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.
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Product Details

  • ISBN-13: 9780256218992
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 10/28/1997
  • Series: Irwin Series in Marketing
  • Edition description: Older Edition
  • Edition number: 4
  • Pages: 762
  • Product dimensions: 8.81 (w) x 11.24 (h) x 1.26 (d)

Table of Contents

Pt. 1 The Role of IMC in Marketing 1
Ch. 1 An Introduction to Integrated Marketing Communications 2
Ch. 2 The Role of IMC in the Marketing Process 32
Pt. 2 Integrated Marketing Program Situation Analysis 63
Ch. 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 64
Ch. 4 Perspectives on Consumer Behavior 100
Pt. 3 Analyzing the Communication Process 135
Ch. 5 The Communication Process 136
Ch. 6 Source, Message, and Channel Factors 164
Pt. 4 Objectives and Budgeting for Integrated Marketing Communications Programs 195
Ch. 7 Establishing Objectives and Budgeting for the Promotional Program 196
Pt. 5 Developing the Integrated Marketing Communications Program 237
Ch. 8 Creative Strategy: Planning and Development 238
Ch. 9 Creative Strategy: Implementation and Evaluation 264
Ch. 10 Media Planning and Strategy 296
Ch. 11 Evaluation of Broadcast Media 338
Ch. 12 Evaluation of Print Media 376
Ch. 13 Support Media 412
Ch. 14 Direct Marketing and Marketing on the Internet 438
Ch. 15 Sales Promotion 468
Ch. 16 Public Relations, Publicity, and Corporate Advertising 512
Ch. 17 Personal Selling 542
Pt. 6 Monitoring, Evaluation, and Control 561
Ch. 18 Measuring the Effectiveness of the Promotional Program 562
Pt. 7 Special Topics and Perspectives 593
Ch. 19 Business-to-Business Communications 594
Ch. 20 International Advertising and Promotion 614
Ch. 21 Regulation of Advertising and Promotion 652
Ch. 22 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion 684
Glossary of Advertising and Promotion Terms 711
Endnotes 725
Credits and Acknowledgments 744
Name and Company Index 747
Subject Index 755
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