2014年10月23日 星期四

推薦-Advertising and Promotion：An Integrated Marketing Communications Perspective (Asia Global Edition)10/e

 

推薦-Advertising and Promotion：An Integrated Marketing Communications Perspective (Asia Global Edition)10/e

 

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內容簡介




　　In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a big picture approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognize how a firm can use all the promotional tools to communicate with its customers.





 

作者介紹




作者簡介



George E. Belch



　　現職：

　　San Diego State University



Michael (Mickey) A. Belch



　　現職：

　　San Diego State University





 

目錄




PART I: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS

Ch 1 An Introduction to Integrated Marketing Communications

Ch 2 The Role of IMC in the Marketing Process



PART II: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS

Ch 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Ch 4 Perspectives on Consumer Behavior



PART III: ANALYZING THE COMMUNICATION PROCESS

Ch 5 The Communication Process

Ch 6 Source, Message, and Channel Factors



PART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS

Ch 7 Establishing Objectives and Budgeting for the Promotional Program



PART V: DEVELOPING THE INTERGRATED MARKETING COMMUNICATIONS PROGRAM

Ch 8 Creative Strategy: Planning and Development

Ch 9 Creative Strategy: Implementation and Evaluation

Ch10 Media Planning and Strategy

Ch11 Evaluation of Media: Television and Radio

Ch12 Evaluation of Media: Magazines and Newspapers

Ch13 Support Media

Ch14 Direct Marketing

Ch15 The Internet: Digital and Social Media

Ch16 Sales Promotion

Ch17 Public Relations, Publicity, and Corporate Advertising



PART VI: MONITORING, EVALUATION, AND CONTROL

Ch18 Measuring the Effectiveness of the Promotional Program



PART VII: SPECIAL TOPICS AND PERSPECTIVES

Ch19 International Advertising and Promotion

Ch20 Regulation of Advertising and Promotion

Ch21 Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion

Ch22 (Available in Create and ebook) Personal Selling

 











 

 

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