Advertising and Promotion

Advertising and Promotion

Belch/Belch 8th 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.

Contents:

1: An Introduction of Integrated Marketing Communications

2: The Role of IMC in the Marketing Process

3: Organizing for Advertising and Promotion

4: Perspectives on Consumer Behavior

5: The Communication Process

6: Source, Message, and Channel Factors

7: Establishing Objectives and Budgeting for the Promotional 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

19: Measuring the Effectiveness of the Promotional Program

20: International Advertising and Promotion

21: Regulation of Advertising and Promotion

22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Advertising and Promotion
Advertising and Promotion