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Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch ; with contributions by Jorg Dietzel

By: Belch, George E [author]Contributor(s): Belch, Michael A [author] | Dietzel, Jorg [contributor]Material type: TextTextPublisher: New York, NY : McGraw-Hill/Irwin, 2012Edition: Ninth edition; Global editionDescription: xxxv, 769 pages : 28 cmISBN: 9780071314404Subject(s): Communication in marketing | Sales promotion | AdvertisingLOC classification: HF5823 | B387 2012
Contents:
TABLE OF CONTENTS -- PART 1: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS1 An Introduction to Integrated Marketing Communications 2 The Role of IMC in the Marketing Process -- PART 2: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations4 Perspectives on Consumer Behavior -- PART 3: ANALYZING THE COMMUNICATION PROCESS5 The Communication Process6 Source, Message, and Channel Factors -- PART 4: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS7 Establishing Objectives and Budgeting for the Promotional Program -- PART 5: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM8 Creative Strategy: Planning and Development9 Creative Strategy: Implementation and Evaluation10 Media Planning and Strategy11 Evaluation of Broadcast Media12 Evaluation of Print Media13 Support Media14 Direct Marketing15 The Internet and Interactive Media16 Sales Promotion17 Public Relations, Publicity, and Corporate Advertising -- PART 6: MONITORING, EVALUATION, AND CONTROL18 Measuring the Effectiveness of the Promotional Program19 International Advertising and Promotion20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion21 (online) Personal Selling22 (online) Regulation of Advertising and Promotion.
Summary: Belch/Belch 9th 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
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Item type Current location Collection Call number Copy number Status Date due Barcode
Books Books Philippine Christian University Dasmarinas
Circulation 		Graduate School HF5823 B387 2012 (Browse shelf) 1 Available DGS02115

TABLE OF CONTENTS -- PART 1: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS1 An Introduction to Integrated Marketing Communications 2 The Role of IMC in the Marketing Process -- PART 2: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations4 Perspectives on Consumer Behavior -- PART 3: ANALYZING THE COMMUNICATION PROCESS5 The Communication Process6 Source, Message, and Channel Factors -- PART 4: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS7 Establishing Objectives and Budgeting for the Promotional Program -- PART 5: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM8 Creative Strategy: Planning and Development9 Creative Strategy: Implementation and Evaluation10 Media Planning and Strategy11 Evaluation of Broadcast Media12 Evaluation of Print Media13 Support Media14 Direct Marketing15 The Internet and Interactive Media16 Sales Promotion17 Public Relations, Publicity, and Corporate Advertising -- PART 6: MONITORING, EVALUATION, AND CONTROL18 Measuring the Effectiveness of the Promotional Program19 International Advertising and Promotion20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion21 (online) Personal Selling22 (online) Regulation of Advertising and Promotion.


Belch/Belch 9th 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

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