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Advertising And Promotion

Author(s): Michael A. Belch Publisher: Boston, Mass. : McGraw-Hill Irwin, 2007. Availability: Not In Stock Reference ISBN: 0071108521 Category: Business & Management

Notes

Includes index.

Includes bibliographical references and indexes.

Part One. Introduction to integrated marketing communications. 1. An introduction to integrated marketing communications -- 2. The role of imc in the marketing process -- Part Two. Integrated marketing program situation analysis. 3. Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations -- 4. Perspectives on consumer behavior -- Tart Three. Analyzing the communication process. 5. The communication process -- 6. Source, message, and channel factors -- Part Four. Objectives and budgeting for integrated marketing communications programs. 7. Establishing objectives and budgeting for the promotional program -- Part Five. Developing the integrated marketing communications program. 8. Creative strategy: Planning and development -- 9. Creative strategy: Implementation and evaluation -- 10. Media planning and strategy -- 11. Evaluation of broadcast media -- 12. Evaluation of print media -- 13. Support media -- 14. Direct marketing -- 15. Internet and interactive media -- 16. Sales promotion -- 17. Public relations, publicity, and corporate advertising -- 18. Personal selling -- Part Six. Monitoring, evaluation, and control. 19. Measuring the effectiveness of the promotional program -- Part Seven. Special topics and perspectives. 20. International advertising and promotion -- 21. Regulation of advertising and promotion -- 22. Evaluating the social, ethical, and economic aspects of advertising and promotion -- Glossary of advertising and promotion terms.

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