Advertising And Promotion: An Integrated Marketing Communications Perspective

0.0

This text will introduce students to this 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. Discusses the leading marketers and theirs agencies approach to advertising and promotion from Integrated Marketing Communication Perspective (IMC). Key Features: Every chapter also contains several IMC Perspectives that present in-depth discussions of particular issues related to the chapter material and show how companies are using integrated marketing communications.Global Perspectives are presented throughout the text in recognition of the increasing importance of international marketing and the challenges of advertising and promotion and the role they play in the marketing programs of multinational marketers.Ethical Perspectives focus attention on important social issues and show how advertisers must take ethical considerations into account when planning and implementing advertising and promotional programs.Diversity Perspectives discuss the opportunities, as well as the challenges, associated with marketers efforts to reach culturally and ethnically diverse target markets.Career Profiles, which highlight successful individuals working in various areas of the field of advertising and promotion.

0.0

: 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. 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 Keyoor Purani Indian Institute Of Management, Kozhikode Table of Content: PART I: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS Chapter 1. An Introduction to Integrated Marketing CommunicationsChapter 2. The Role of IMC in the Marketing Process PART II: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS Chapter 3. Organizing for Advertising and PromotionChapter 4. Perspectives on Consumer Behavior PART III: ANALYZING THE COMMUNICATION PROCESS Chapter 5. The Communication ProcessChapter 6. Source, Message, and Channel Factors PART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS Chapter 7. Establishing Objectives and Budgeting for the Promotional Program PART V: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM Chapter 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 MarketingChapter 15. The Internet and Interactive MediaChapter 16. Sales PromotionChapter 17. Public Relations, Publicity, and Corporate AdvertisingChapter 18. Personal Selling PART VI: MONITORING, EVALUATION, AND CONTROL Chapter 19. Measuring the Effectiveness of the Promotional Program PART VII: SPECIAL TOPICS AND PERSPECTIVES Chapter 20. International Advertising and PromotionChapter 21. Regulation of Advertising and PromotionChapter 22. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion