Advertising & Promotion

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Advertising & Promotion

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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).Table of 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 4. Perspectives on Consumer Behavior Part 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: Objectives And Budgeting For Integrated Marketing Communications Programs 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. The 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


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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).Table of 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 4. Perspectives on Consumer Behavior Part 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: Objectives And Budgeting For Integrated Marketing Communications Programs 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. The 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
Additional Information
Title Advertising & Promotion Height
George Belch , Michael Belch , Keyoor Purani Width
ISBN-13 9780070144965 Binding Paperback
ISBN-10 #0070144966 Spine Width
Publisher Tata McGraw-Hill Pages 1112
Edition 2010 Availability In Stock

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