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Advertising and Promotion : An Integrated Marketing Communications Perspective with PowerWeb by George E. Belch and Michael A. Belch (2003, Hardcover)
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Artikelzustand:
- Sofort-KaufenVintage Werbung und Promotion 2. Auflage Belch und Belch (1993, Hardcover)
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Über dieses Produkt
Product Identifiers
PublisherMcGraw-Hill Higher Education
ISBN-100072866144
ISBN-139780072866148
eBay Product ID (ePID)2484496
Product Key Features
Number of Pages864 Pages
LanguageEnglish
Publication NameAdvertising and Promotion : an Integrated Marketing Communications Perspective with Powerweb
SubjectAdvertising & Promotion
Publication Year2003
TypeTextbook
AuthorGeorge E. Belch, Michael A. Belch
Subject AreaBusiness & Economics
FormatHardcover
Dimensions
Item Height1.3 in
Item Weight72 Oz
Item Length11.1 in
Item Width8.7 in
Additional Product Features
Edition Number6
Intended AudienceCollege Audience
Dewey Edition21
IllustratedYes
Dewey Decimal659.1
Table Of ContentPart 1: The Role of IMC in MarketingChapter 1: An Introduction of Integrated Marketing CommunicationsChapter 2: The Role of IMC in the Marketing ProcessPart 2: Integrated Marketing Program Situation AnalysisChapter 3: Organizing for Advertising and PromotionChapter 4: Perspectives on Consumer BehaviorPart 3: Analyzing the Communication ProcessChapter 5: The Communication ProcessChapter 6: Source, Message, and Channel FactorsPart 4: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter 7: Establishing Objectives and Budgeting for the Promotional ProgramPart 5: Developing the Integrated marketing Communications ProgramChapter 8: Creative Strategy: Planning and DevelopmentChapter 9: Creative Strategy: Implementation and EvaluationChapter 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 WWWChapter 16: Sales PromotionChapter 17: Public Relations, Publicity, and Corporate AdvertisingChapter 18:Personal SellingPart 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 TermsEnd NotesCredits and AcknowledgementsName and Company IndexSubject Index
SynopsisReflects the shift from the conventional methods of advertising to the recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.
