Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card

Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card

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Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As 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 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

  • Hardback | 820 pages
  • 216 x 282 x 35mm | 1,917g
  • MCGRAW-HILL Professional
  • United States
  • English
  • 7th edition
  • 0073255963
  • 9780073255965

Table of contents

Part 1: Introduction to Integrated Marketing CommunicationsChapter 1: An Introduction of Integrated Marketing Communications Chapter 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Program Situation AnalysisChapter 3: Organizing for Advertising and Promotion Chapter 4: Perspectives on Consumer Behavior Part 3: Analyzing the Communication ProcessChapter 5: The Communication Process Chapter 6: Source, Message, and Channel FactorsPart 4: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter 7: Establishing Objectives and Budgeting for the Promotional Program Part 5: Developing the Integrated marketing Communications ProgramChapter 8: Creative Strategy: Planning and Development Chapter 9: Creative Strategy: Implementation and Evaluation Chapter 10: Media Planning and StrategyChapter 11: Evaluation of Broadcast MediaChapter 12: Evaluation of Print MediaChapter 13: Support MediaChapter 14: Direct Marketing and Marketing on the InternetChapter 15: Internet and Interactive Media Chapter 16: Sales PromotionChapter 17: Public Relations, Publicity, and Corporate AdvertisingChapter 18: Personal Selling

Part 6: Monitoring, Evaluation, and ControlChapter 19: Measuring the Effectiveness of the Promotional ProgramPart 7: Special Topics and PerspectivesChapter 20: International Advertising and PromotionChapter 21: Regulation of Advertising and PromotionChapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and PromotionGlossary of Advertising and Promotion TermsEndnotesCredits and Acknowledgments Name and Company IndexSubject Index
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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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