Advertising and Promotion: An Integrated Marketing Communications Perspective

Advertising and Promotion: An Integrated Marketing Communications Perspective

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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.
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Product details

  • Paperback | 808 pages
  • 216 x 273 x 25mm | 1,596g
  • MCGRAW-HILL Professional
  • United States
  • English
  • 9th edition
  • Illustrations (chiefly col.), col. ports.
  • 0071314407
  • 9780071314404
  • 293,801

Table of contents

TABLE OF CONTENTS


PART 1: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
1 An Introduction to Integrated Marketing Communications
2 The Role of IMC in the Marketing Process


PART 2: 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


PART 3: ANALYZING THE COMMUNICATION PROCESS
5 The Communication Process
6 Source, Message, and Channel Factors


PART 4: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
7 Establishing Objectives and Budgeting for the Promotional Program


PART 5: 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 The Internet and Interactive Media
16 Sales Promotion
17 Public Relations, Publicity, and Corporate Advertising


PART 6: MONITORING, EVALUATION, AND CONTROL
18 Measuring the Effectiveness of the Promotional Program
19 International Advertising and Promotion
20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion
21 (online) Personal Selling
22 (online) Regulation of Advertising and Promotion
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About George E. Belch

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.
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Rating details

232 ratings
3.86 out of 5 stars
5 34% (78)
4 33% (77)
3 23% (53)
2 7% (16)
1 3% (8)
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