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Advertising and promotion : an integrated marketing communications perspective

Author: George E Belch; Michael A Belch
Publisher: Boston, MA : McGraw-Hill Irwin, ©2007.
Edition/Format:   Print book : English : 7th edView all editions and formats
Database:WorldCat
Summary:

Reflects the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. This text underscores the  Read more...

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Document Type: Book
All Authors / Contributors: George E Belch; Michael A Belch
ISBN: 0073255963 0073101265 9780073255965 9780073101262 0071105891 9780071105897 0071108521 9780071108522
OCLC Number: 225351595
Notes: Includes index.
Description: xxvi, 820 pages : illustrations (chiefly color) ; 29 cm
Contents: Part One. Introduction to integrated marketing communications. 1. An introduction to integrated marketing communications --
2. The role of imc in the marketing process --
Part Two. Integrated marketing program situation analysis. 3. Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations --
4. Perspectives on consumer behavior --
Tart Three. Analyzing the communication process. 5. The communication process --
6. Source, message, and channel factors --
Part Four. Objectives and budgeting for integrated marketing communications programs. 7. Establishing objectives and budgeting for the promotional program --
Part Five. Developing the integrated marketing communications program. 8. Creative strategy: Planning and development --
9. Creative strategy: Implementation and evaluation --
10. Media planning and strategy --
11. Evaluation of broadcast media --
12. Evaluation of print media --
13. Support media --
14. Direct marketing --
15. Internet and interactive media --
16. Sales promotion --
17. Public relations, publicity, and corporate advertising --
18. Personal selling --
Part Six. Monitoring, evaluation, and control. 19. Measuring the effectiveness of the promotional program --
Part Seven. Special topics and perspectives. 20. International advertising and promotion --
21. Regulation of advertising and promotion --
22. Evaluating the social, ethical, and economic aspects of advertising and promotion --
Glossary of advertising and promotion terms.
Responsibility: George E. Belch & Michael A. Belch.

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