Advertising and Promotion: An Integrated Marketing Communications Perspective

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9780078028977: Advertising and Promotion: An Integrated Marketing Communications Perspective

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions.

To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

About the Author:

George Belch is a 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

Michael Belch is a 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.

Contenuti:

Part One: Introduction to Integrated Marketing Communications

Chapter One: An Introduction to Integrated Marketing Communications

Chapter Two: The Role of IMC in the Marketing Process

Part Two: Integrated Marketing Program Situation Analysis

Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Chapter Four: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process

Chapter Five: The Communication Process

Chapter Six: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program

Part Five: Developing the Integrated Marketing Communications Program

Chapter Eight: Creative Strategy: Planning and Development

Chapter Nine: Creative Strategy: Implementation and Evaluation

Chapter Ten: Media Planning and Strategy

Chapter Eleven: Evaluation of Media: Television and Radio

Chapter Twelve: Evaluation of Media: Magazines and Newspapers

Chapter Thirteen: Support Media

Chapter Fourteen: Direct Marketing

Chapter Fifteen: The Internet: Digital and Social Media

Chapter Sixteen: Sales Promotion

Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising

Part Six: Monitoring, Evaluation, and Control

Chapter Eighteen: Measuring the Effectiveness of the Promotional Program

Part Seven: Special Topics and Perspectives

Chapter Nineteen: International Advertising and Promotion

Chapter Twenty: Regulation of Advertising and Promotion

Chapter Twenty-One: Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion

Chapter Twenty-Two (Available in Create and ebook): Personal Selling

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Belch, George E; Belch, Michael A
Editore: McGraw-Hill/Irwin, Blacklick, OH, U.S.A. (2014)
ISBN 10: 0078028973 ISBN 13: 9780078028977
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Descrizione libro McGraw-Hill/Irwin, Blacklick, OH, U.S.A., 2014. Soft cover. Condizione libro: New. This is an International Edition. Brand New, Soft Cover, Paper Back and written in English Different ISBN and Cover Image with US Edition. Contents and Chapters same as US Edition. High Quality Color Printed on Glossy Paper which is same Paper Quality as Original US Edition Printing Occasionally, international textbooks will different exercises at the end of chapters. Some book may show some sales disclaimer word such as "Not for Sale or Restricted in US" on the cover page but it is absolutely legal to use in USA or Canada We do not sell low-cost Indian version book. 3-5 Working days by DHL or Fedex With Tracking number. Codice libro della libreria 001247

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Belch, George E; Belch, Michael A
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Descrizione libro Softcover/Paperback. Condizione libro: NEW. BRAND NEW *** INTERNATIONAL EDITION ****The main content in chapter has same content as US edition. BOOK ONLY.Main chapter has the same content as US ed Except for ISBN & Cover different from the website. Some International Edition have different questions, cases & exercises at end chapters. Book only DO NOT include supplementary materials. Book ship via EXPRESS SERVICE , normally takes 3-5 business days. CANNOT SHIP to PR, P.O. Box, APO, FPO addresses. It is absolutely legal to use IE book in the USA. Please contact us before you purchase if you have any question about international edition textbooks. Codice libro della libreria I9780078028977

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Descrizione libro McGraw-Hill/Irwin, 2014. Softcover. Condizione libro: New. 10. Brand New Softcover International Edition High Quality Color printing(if US edition in color). Ships within 36 hrs from multiple locations including USA, Europe,and Asia. Takes 3-5 business days to your door. Tracking number provided. Great Customer Service.****We ship worldwide****PO Box please provide phone number****No APO/FPO address please****The international edition has different ISBN and Cover design.****PLEASE DROP AN EMAIL,IF YOU HAVE A QUESTION. Codice libro della libreria ibs-3918

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Descrizione libro McGraw-Hill, 2014. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a "big picture" approach to planning marketing and promotion programs and coordinating the various communication functions.To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century. Codice libro della libreria ABE_book_new_0078028973

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Descrizione libro McGraw-Hill, 2014. Hardcover. Condizione libro: New. book. Codice libro della libreria 0078028973

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