Advertising and Promotion: An Integrated Marketing Communications Perspective https://www.mheducation.com/cover-images/Jpeg_400-high/1259548147.jpeg 11 9781259548147
Advertising and Promotion: An Integrated Marketing Communications Perspective

Advertising and Promotion: An Integrated Marketing Communications Perspective

11th Edition
By George Belch and Michael Belch
ISBN10: 1259548147
ISBN13: 9781259548147
Copyright: 2018
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The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

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)

 

About the Author

George Belch

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Michael Belch

Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

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Application Exercises in Connect®

Include video cases, case analyses, and more to challenge students to apply advertising concepts to real-life cases and scenarios. The eleventh edition includes new Video Cases featuring Charmin, Turbotax, and Dasani, and Qatar’s efforts to host the 2020 FIFA World Cup.


Updated IMC Coverage

with attention to how cutting-edge tech developments are changing the ways companies communicate with customers. Innovative social media–based campaigns that rely heavily on user-generated content are featured, with attention given throughout to ways marketers utilize Facebook, Twitter, Instagram, Snapchat, and other social media tools.

New and Updated IMC Perspectives

focus on specific examples of how companies and their communications agencies are using integrated marketing communications. These features provide insight into many of the most current and popular advertising and promotional campaigns being used by marketers. The IMC Perspectives also address interesting issues related to advertising, sales promotion, direct marketing, marketing on the Internet, and personal selling.


Expanded emphasis on Digital and Social Media

integrated throughout and via chapter "The Internet: Digital and Social Media." discuss various Web 2.0 tools that facilitate interactive information sharing and collaboration, including social media and user-generated content, including videos (YouTube), blogs, and podcasts. Digital-based tools and strategies used by marketers, including display advertising, paid search, behavioral targeting, retargeting, and the use of mobile media are discussed, as well as the latest developments in audience measurement and methods for determining the effectiveness of digital advertising.

Digital and Social Media Perspectives

boxed items focus attention on how changes and advances in digital and social media impact the practice of integrated marketing communications.


Global Perspectives

features examine the role of advertising and other promotional areas in international markets.

Ethical Perspectives

features discuss specific issues, developments, and problems that call into question the ethics of marketers and their decisions as they develop and implement their advertising and promotional programs. Nearly all are new or completely updated for the eleventh edition.


All new Chapter Opening Vignettes

chosen for their currency and relevance to students to demonstrate how various companies and advertising agencies use advertising and other IMC tools. They also provide interesting insights into some of the current trends and developments in advertising.

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