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

定價：~~1280~~ 元

NT $ 1,216

作者：Belch
出版社：華泰文化
出版日期：2014-09-29
語言：英文
ISBN10：9814575119
ISBN13：9789814575119
裝訂：平裝 / 842頁 / 普通級 / 單色印刷 / 10版

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

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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