Advertising and promotion : an integrated marketing communications perspective

By:

Belch, George E ; Belch, Michael A

Material type: Text

TextPublication details: New Delhi Tata McGraw - Hill 2008Edition: 6Description: xxiii, 775 p. 27 cm ; PbkISBN:

9780070581944

Subject(s):

Communication in marketing Advertising Sales promotion

DDC classification:

659.1 BEL

Contents:

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.

Summary: Reflects the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	659.1 BEL (Browse shelf(Opens below))	Available		34204

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Gratis

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.

Reflects the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.

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