Advertising and Promotion w/ PowerWeb - Brossura

Belch, George; Belch, Michael

Brossura

ISBN 10: 0071108521 ISBN 13: 9780071108522

Casa editrice: McGraw-Hill Education, 2006

Riassunto

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.

Su questo libro

L'autore:

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

Contenuti:

Part 1: The Role of IMC in Marketing
1: An Introduction of 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
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 and Marketing on the Internet
15: Internet and WWW
16: Sales Promotion
17: Public Relations, Publicity, and Corporate Advertising
18:Personal Selling

Part 6: Monitoring, Evaluation, and Control
19: Measuring the Effectiveness of the Promotional Program

Part 7: 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

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2006
• ISBN 10: 0071108521
• ISBN 13: 9780071108522
• Rilegatura: Copertina flessibile
• Numero di pagine: 820