Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch, San Diego State University.

By: Belch, George E. (George Edward), 1951- [author.]
Contributor(s): Belch, Michael A [author.]
Language: English Publisher: New York, NY : McGraw Hill LLC, [2024]Edition: 13eDescription: xxxi, 759, G-12, E-35, N-12, S-12 pages : color illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781266090608; 9781266149061; 9781266854668Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1 LOC classification: HF5823 | .B387 2004
Contents:
An Introduction to Integrated Marketing Communications The Role of IMC in the Marketing Process Organizing for Advertising and Promotion : The Role of Ad Agencies and Other Marketing Communication Organizations Perspectives on Consumer Behavior The Communication Process Source, Message, and Channel Factors Establishing Objectives and Budgeting for the Promotional Program Creatie Strategy : Planning and Development Creative Strategy : Implementation and Evaluation Media Planning and Strategy Evaluation of Media : Television and Radio Evaluation of Media : Magazines and Newspapers Support Media Direct Marketing The Internet : Digital and Social Media Sales Promotion Public Relations, Publicity, and Corporate Advertising Measuring the Effectiveness of the Promotional Program International Advertising and Promotion Regulation of Advertising and Promotion Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Summary: "Nearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them"-- Provided by publisher.
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Includes bibliographical references and index.

An Introduction to Integrated Marketing Communications
The Role of IMC in the Marketing Process
Organizing for Advertising and Promotion : The Role of Ad Agencies and Other Marketing Communication Organizations
Perspectives on Consumer Behavior
The Communication Process
Source, Message, and Channel Factors
Establishing Objectives and Budgeting for the Promotional Program
Creatie Strategy : Planning and Development
Creative Strategy : Implementation and Evaluation
Media Planning and Strategy
Evaluation of Media : Television and Radio
Evaluation of Media : Magazines and Newspapers
Support Media
Direct Marketing
The Internet : Digital and Social Media
Sales Promotion
Public Relations, Publicity, and Corporate Advertising
Measuring the Effectiveness of the Promotional Program
International Advertising and Promotion
Regulation of Advertising and Promotion
Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

"Nearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them"-- Provided by publisher.

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