Advertising And Promotion An Integrated Marketing Communications Perspective 8th Edition Belch Test Bank

Advertising And Promotion An Integrated Marketing Communications Perspective 8th Edition Belch Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0073381098
• ISBN-13 ‏ : ‎ 978-0073381091
• Author: George Belch, Michael Belch

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. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Table contents:

Part 1: The Role of IMC in Marketing

Chapter 1: An Introduction of Integrated Marketing Communications

Chapter 2: The Role of IMC in the Marketing Process

Part 2: Integrated Marketing Program Situation Analysis

Chapter 3: Organizing for Advertising and Promotion

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 Broadcast Media

Chapter 12: Evaluation of Print Media

Chapter 13: Support Media

Chapter 14: Direct Marketing and Marketing on the Internet

Chapter 15: Internet and WWW

Chapter 16: Sales Promotion

Chapter 17: Public Relations, Publicity, and Corporate Advertising

Chapter 18: Personal Selling

Part 6: Monitoring, Evaluation, and Control

Chapter 19: Measuring the Effectiveness of the Promotional Program

Part 7: Special Topics and Perspectives

Chapter 20: International Advertising and Promotion

Chapter 21: Regulation of Advertising and Promotion

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

People also search:

advertising and promotion an integrated marketing communications perspective 8th

advertising and promotion an integrated marketing communications perspective 8th pdf

advertising and promotion an integrated marketing communications perspective 8th edition

advertising and promotion an integrated marketing communications perspective 8th free

advertising and promotion an integrated marketing communications perspective 8th download

Instant download after Payment is complete