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Advertising and Promotion : An Integrated Marketing Communications Perspective with PowerWeb by Michael A. Belch and George E. Belch (2003, Hardcover)

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About this product

Product Information

Reflects the shift from the conventional methods of advertising to the recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.

Product Identifiers

Publisher
McGraw-Hill Higher Education
ISBN-10
0072866144
ISBN-13
9780072866148
eBay Product ID (ePID)
2484496

Product Key Features

Author
George E. Belch, Michael A. Belch
Publication Name
Advertising and Promotion : an Integrated Marketing Communications Perspective with Powerweb
Format
Hardcover
Language
English
Publication Year
2003
Type
Textbook
Number of Pages
864 Pages

Dimensions

Item Length
11.1in
Item Height
1.3in
Item Width
8.7in
Item Weight
72 Oz

Additional Product Features

Edition Number
6
Table of Content
Part 1: The Role of IMC in MarketingChapter 1: An Introduction of Integrated Marketing CommunicationsChapter 2: The Role of IMC in the Marketing ProcessPart 2: Integrated Marketing Program Situation AnalysisChapter 3: Organizing for Advertising and PromotionChapter 4: Perspectives on Consumer BehaviorPart 3: Analyzing the Communication ProcessChapter 5: The Communication ProcessChapter 6: Source, Message, and Channel FactorsPart 4: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter 7: Establishing Objectives and Budgeting for the Promotional ProgramPart 5: Developing the Integrated marketing Communications ProgramChapter 8: Creative Strategy: Planning and DevelopmentChapter 9: Creative Strategy: Implementation and EvaluationChapter 10: Media Planning and StrategyChapter 11: Evaluation of Broadcast MediaChapter 12: Evaluation of Print MediaChapter 13: Support MediaChapter 14: Direct Marketing and Marketing on the InternetChapter 15: Internet and WWWChapter 16: Sales PromotionChapter 17: Public Relations, Publicity, and Corporate AdvertisingChapter 18:Personal SellingPart 6: Monitoring, Evaluation, and ControlChapter 19: Measuring the Effectiveness of the Promotional ProgramPart 7: Special Topics and PerspectivesChapter 20: International Advertising and PromotionChapter 21: Regulation of Advertising and PromotionChapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and PromotionGlossary of Advertising and Promotion TermsEnd NotesCredits and AcknowledgementsName and Company IndexSubject Index
Copyright Date
2004
Target Audience
College Audience
Topic
Advertising & Promotion
Dewey Decimal
659.1
Dewey Edition
21
Illustrated
Yes
Genre
Business & Economics

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5 out of 5 stars
by iu5lo4pvsuo@del...Mar 08, 2007
Advertising and Promotion
I needed this book to complete my undergraduate studies. It was worth every dollar spent! Thank you!

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