Advertising and Promotion: An Integrated Marketing Communications Perspective, 9/e
George E. Belch,
San Diego State University, College of Business Michael A. Belch,
San Diego State University, College of Business
ISBN: 0073404861 Copyright year: 2012 Table of Contents
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 Print Media
- Chapter Thirteen: Support Media
- Chapter Fourteen: Direct Marketing
- Chapter Fifteen: The Internet and Interactive 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
- Chapter Nineteen: International Advertising and Promotion
- Chapter Twenty: Regulation of Advertising and Promotion
- Chapter Twenty-One: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
- Chapter Twenty-Two (Web): Personal Selling (online)
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