- Wydawnictwo: McGraw-Hill
- Data wydania: 25 stycznia 2011
- Liczba stron: 864
- George Belch
- Michael Belch
Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.
Table of contents
Part One Introduction to Integrated Marketing CommunicationsChapter One: An Introduction to Integrated Marketing CommunicationsChapter Two: The Role of IMC in the Marketing ProcessPart Two Integrated Marketing Program Situation AnalysisChapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication OrganizationsChapter Four: Perspectives on Consumer BehaviorPart Three: Analyzing the Communication ProcessChapter Five: The Communication ProcessChapter Six: Source, Message, and Channel FactorsPart Four: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter Seven: Establishing Objectives and Budgeting for the Promotional ProgramPart Five: Developing the Integrated Marketing Communications ProgramChapter Eight: Creative Strategy: Planning and DevelopmentChapter Nine: Creative Strategy: Implementation and EvaluationChapter Ten: Media Planning and StrategyChapter Eleven: Evaluation of Broadcast MediaChapter Twelve: Evaluation of Print Mediachapter Thirteen: Support MediaChapter Fourteen: Direct MarketingChapter Fifteen: The Internet and Interactive MediaChapter Sixteen: Sales PromotionChapter Seventeen: Public Relations, Publicity, and Corporate AdvertisingPart Six Monitoring, Evaluation, and ControlChapter Eighteen: Measuring the Effectiveness of the Promotional ProgramChapter Nineteen: International Advertising and PromotionChapter Twenty: Regulation of Advertising and PromotionChapter Twenty-One: Evaluating the Social, Ethical, Economic Aspects of Advertising and PromotionChapter Twenty-Two (Web): Personal Selling