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ISE Advertising And Promotion: Integrated Marketing Communications Perspective (ISBN: 9781259921698)

ISE Advertising And Promotion: Integrated Marketing Communications Perspective (ISBN: 9781259921698)
Pre-Order ( est 3 to 4 weeks )
ISE Advertising And Promotion: Integrated Marketing Communications Perspective (ISBN: 9781259921698)

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

 

In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

   

Table of Contents

Part 1: An Introduction to Integrated Marketing Communications  
Chapter 1: An Introduction to Integrated Marketing Communications  
Chapter 2: The Role of IMC in the Marketing Process

Part 2: Integrated Marketing Communications Program Situation Analysi s  
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations  
Chapter 4: Perspectives on Consumer Behavior

Part 3: Analyzing the Communication Process  
Chapter 5: The Communication Process  
Chapter 6: Source, Message, and Channel Factors

Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs  
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Part 5: Developing the Integrated Marketing Communications Program  
Chapter 8: Creative Strategy: Planning and Development  
Chapter 9: Creative Strategy: Implementation and Evaluation  
Chapter 10: Media Planning and Strategy  
Chapter 11: Evaluation of Media: Television and Radio  
Chapter 12: Evaluation of Media: Magazines and Newspapers  
Chapter 13: Support Media  
Chapter 14: Direct Marketing  
Chapter 15: The Internet: Digital and Social Media  
Chapter 16: Sales Promotion  
Chapter 17: Public Relations, Publicity, and Corporate Advertising

Part 6: Monitoring, Evaluation, and Control  
Chapter 18: Measuring the Effectiveness of the Promotional Program

Part 7: Special Topics and Perspectives  
Chapter 19: International Advertising and Promotion  
Chapter 20: Regulation of Advertising and Promotion  
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion  
Chapter 22: Personal Selling (Online)

Type
Textbook
RM100.00
Ex Tax: RM100.00
  • Stock: Pre-Order ( est 3 to 4 weeks )
  • Model: 9781259921698
  • Weight: 1.86kg
  • Dimensions: 32.40cm x 23.70cm x 6.00cm
  • ISBN: 9781259921698

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