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Country/Region of Manufacture
United States
Topic
21st Century, Marketing
Regional Cuisine
International
Country
International
Title
Advertising & Promotion
Subject
Business & Economics
Subjects
Business, Economics & Industry
Author
George E. Belch, Michael A. Belch
Age Level
Adults
Era
2010s
ISBN
9781259548147
Publication Year
2017
Type
Textbook
Format
Hardcover & Paperback, Hardcover
Language
English
Publication Name
Advertising and Promotion: an Integrated Marketing Communications Perspective
Item Height
1.2in
Item Length
11.2in
Publisher
Mcgraw-Hill Education
Item Width
9.1in
Item Weight
64.9 Oz
Number of Pages
896 Pages

關於產品

Product Information

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

Product Identifiers

Publisher
Mcgraw-Hill Education
ISBN-10
1259548147
ISBN-13
9781259548147
eBay Product ID (ePID)
237979544

Product Key Features

Author
George E. Belch, Michael A. Belch
Publication Name
Advertising and Promotion: an Integrated Marketing Communications Perspective
Format
Hardcover & Paperback, Hardcover
Language
English
Publication Year
2017
Type
Textbook
Number of Pages
896 Pages

Dimensions

Item Length
11.2in
Item Height
1.2in
Item Width
9.1in
Weight
64.9 Oz
Item Weight
64.9 Oz

Additional Product Features

Lc Classification Number
Hf5823.B387 2018
Publication Date
2017-03-10
Grade from
College Freshman
Grade to
College Graduate Student
Edition Number
11
Table of Content
Part 1: An Introduction to Integrated Marketing Communications Chapter 1: An Introduction to Integrated Marketing Communications Chapter 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Communications Program Situation Analysis Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 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 Media: Television and Radio Chapter 12: Evaluation of Media: Magazines and Newspapers Chapter 13: Support Media Chapter 14: Direct Marketing Chapter 15: The Internet: Digital and Social Media Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity, and Corporate Advertising Part 6: Monitoring, Evaluation, and Control Chapter 18: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives Chapter 19: International Advertising and Promotion Chapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Chapter 22: Personal Selling (Online)
Copyright Date
2018
Topic
Marketing / General, Advertising & Promotion
Lccn
2016-054719
Dewey Decimal
659.1
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics

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