Advertising and Promotion: An Integrated Marketing Communications Perspective

by George E. Belch, Michael A. Belch

Overview

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

Product Details

ISBN-13:	9781259548147
Publisher:	McGraw-Hill Professional Publishing
Publication date:	03/10/2017
Edition description:	Older Edition
Pages:	896
Product dimensions:	9.10(w) x 11.20(h) x 1.20(d)
Age Range:	18 Years

About the Author

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

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.

Table of Contents

Part 1: An Introduction to Integrated Marketing Communications

Chapter 1: An Introduction to Integrated Marketing Communications

Chapter 2: The Role of IMC in the Marketing Process

Part 2: Integrated Marketing Communications Program Situation Analysis

Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

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 Media: Television and Radio

Chapter 12: Evaluation of Media: Magazines and Newspapers

Chapter 13: Support Media

Chapter 14: Direct Marketing

Chapter 15: The Internet: Digital and Social Media

Chapter 16: Sales Promotion

Chapter 17: Public Relations, Publicity, and Corporate Advertising

Part 6: Monitoring, Evaluation, and Control

Chapter 18: Measuring the Effectiveness of the Promotional Program

Part 7: Special Topics and Perspectives

Chapter 19: International Advertising and Promotion

Chapter 20: Regulation of Advertising and Promotion

Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Chapter 22: Personal Selling (Online)