Advertising and Promotion: An Integrated Marketing Communications Perspective - George E. Belch

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Résumé :
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.

Biographie:
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

Sommaire:
Part 1: An Introduction to Integrated Marketing CommunicationsChapter 1: An Introduction to Integrated Marketing CommunicationsChapter 2: The Role of IMC in the Marketing ProcessPart 2: Integrated Marketing Communications Program Situation AnalysisChapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication OrganizationsChapter 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 Media: Television and RadioChapter 12: Evaluation of Media: Magazines and NewspapersChapter 13: Support MediaChapter 14: Direct MarketingChapter 15: The Internet: Digital and Social MediaChapter 16: Sales PromotionChapter 17: Public Relations, Publicity, and Corporate AdvertisingPart 6: Monitoring, Evaluation, and ControlChapter 18: Measuring the Effectiveness of the Promotional ProgramPart 7: Special Topics and PerspectivesChapter 19: International Advertising and PromotionChapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and PromotionChapter 22: Personal Selling (Online)