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Advertising and Promotion: An Integrated Marketing Communications Perspective
ISBN: 9780072508826 | 0072508825
Edition: 5thFormat: Hardcover
Publisher: McGraw-Hill College
Pub. Date: 5/1/2001
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The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond 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.
| An Introduction to Integrated Marketing Communications | |
| The Role of Imc in the Marketing Process | |
| Organizing for Advertising and Promotion | |
| Perspectives on Consumer Behavior | |
| The Communication Process | |
| Source, Message, and Channel Factors | |
| Establishing Objectives and Budgeting for the Promotional Program | |
| Creative Strategy: Planning and Development | ... MORE |
| Creative Strategy: Implementation and Evaluation | |
| Media Planning and Strategy | |
| Evaluation of Broadcast Media | |
| Evaluation of Print Media | |
| Support Media | |
| Direct Marketing | |
| Interactive Media and the Internet | |
| Sales Promotion | |
| Public Relations, Publicity, and Corporate Advertising | |
| Personal Selling | |
| Measuring the Effectiveness of the Promotional Program | |
| International Advertising and Promotion | |
| Regulation of Advertising and Promotion | |
| Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion | |
| Table of Contents provided by Publisher. All Rights Reserved. |
