Advertising and Promotion : An Integrated Marketing Communications Perspective -- Paperback （9TH）

Belch, George E./ Belch, Michael A.

Mcgraw-Hill Education（2011/08発売）

ただいまウェブストアではご注文を受け付けておりません。 ⇒古書を探す

製本 Paperback:紙装版/ペーパーバック版
商品コード 9780071314404

Full Description

Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); 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. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

TABLE OF CONTENTS1 An Introduction to Integrated Marketing Communications 2 The Role of IMC in the Marketing ProcessPART 2: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations4 Perspectives on Consumer BehaviorPART 3: ANALYZING THE COMMUNICATION PROCESS5 The Communication Process6 Source, Message, and Channel FactorsPART 4: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS7 Establishing Objectives and Budgeting for the Promotional ProgramPART 5: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM8 Creative Strategy: Planning and Development9 Creative Strategy: Implementation and Evaluation10 Media Planning and Strategy11 Evaluation of Broadcast Media12 Evaluation of Print Media13 Support Media14 Direct Marketing15 The Internet and Interactive Media16 Sales Promotion17 Public Relations, Publicity, and Corporate AdvertisingPART 6: MONITORING, EVALUATION, AND CONTROL18 Measuring the Effectiveness of the Promotional Program19 International Advertising and Promotion20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion21 (online) Personal Selling22 (online) Regulation of Advertising and Promotion