G. E. Belch & Michal A. Belch
Advertising & Promotion an integrated marketing communications perspective / George. E. Belch & Michal A. Belch - 6th - New Delhi Mc Grow Hill 2004 - xxvi, 779, [67] p. : col. ill. ; 28 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references (p. EN1-EN25) and index.
Table of contents
Contents note Introduction to integrated marketing communications: Introduction to integrated marketing communications; Role of IMC in the marketing process --
Integrated marketing program situation analysis: Organizing for advertising and promotion, the role of Ad agencies and other marketing communication organizations; Perspectives consumer behavior --
Analyzing the communication process: Communication process; Source, message, and channel factors --
Objectives and budgeting for integrated marketing communications programs: Establishing objectives and budgeting for the promotional program --
Developing the integrated marketing communications program: Creative strategy, planning and development; Creative strategy, implementation and evaluation; Media planning and strategy; Evaluation of broadcast media; Evaluation of print media; Support media; Direct marketing; Internet and interactive media; Sales promotion; Public relation, publicity, and corporate advertising; Personal selling --
Monitoring, evaluate, and control: Measuring the effectiveness of the promotional program --
Special topics and perspectives: International advertising and promotion; Regulation of advertising and promotion; Evaluating the social, ethical, and economic aspects of advertising and promotion --
Glossary.
Summary:
[In this book, the author] reflect[s] the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. [He] 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.-http://www.amazon.com.
9780072536768
Marketing
Advertising
Sales promotion
659.1 / BEA 2004
Advertising & Promotion an integrated marketing communications perspective / George. E. Belch & Michal A. Belch - 6th - New Delhi Mc Grow Hill 2004 - xxvi, 779, [67] p. : col. ill. ; 28 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references (p. EN1-EN25) and index.
Table of contents
Contents note Introduction to integrated marketing communications: Introduction to integrated marketing communications; Role of IMC in the marketing process --
Integrated marketing program situation analysis: Organizing for advertising and promotion, the role of Ad agencies and other marketing communication organizations; Perspectives consumer behavior --
Analyzing the communication process: Communication process; Source, message, and channel factors --
Objectives and budgeting for integrated marketing communications programs: Establishing objectives and budgeting for the promotional program --
Developing the integrated marketing communications program: Creative strategy, planning and development; Creative strategy, implementation and evaluation; Media planning and strategy; Evaluation of broadcast media; Evaluation of print media; Support media; Direct marketing; Internet and interactive media; Sales promotion; Public relation, publicity, and corporate advertising; Personal selling --
Monitoring, evaluate, and control: Measuring the effectiveness of the promotional program --
Special topics and perspectives: International advertising and promotion; Regulation of advertising and promotion; Evaluating the social, ethical, and economic aspects of advertising and promotion --
Glossary.
Summary:
[In this book, the author] reflect[s] the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. [He] 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.-http://www.amazon.com.
9780072536768
Marketing
Advertising
Sales promotion
659.1 / BEA 2004