Advertising and Promotion: An Integrated Marketing Communications Perspective

Hardcover | January 29, 2014

byGeorge Belch, Michael Belch, Michael Guolla

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Belch/Belch/Guolla introduces students to advertising and promotion with an integrated marketing communications (IMC) perspective. Providing instructors and students with comprehensive coverage, the new streamlined fifth Canadian edition shows students how to plan and construct an IMC plan better than any other product on the market - through the IMC perspective, current Canadian examples, Canadian data, decision oriented framework, increased social media integration, current theories, and increased amount of visual figures and exhibits.

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From the Publisher

Belch/Belch/Guolla introduces students to advertising and promotion with an integrated marketing communications (IMC) perspective. Providing instructors and students with comprehensive coverage, the new streamlined fifth Canadian edition shows students how to plan and construct an IMC plan better than any other product on the market - ...

Format:HardcoverDimensions:9.41 × 7.24 × 0.98 inPublished:January 29, 2014Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0070891303

ISBN - 13:9780070891302

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Extra Content

Table of Contents

Part 1: Understanding Integrated Marketing Communications

Chapter 1: Integrated Marketing Communications

Chapter 2: Organizing for Integrated Marketing Communications

Chapter 3: Consumer Behaviour and Target Audience Decisions

Chapter 4: Communication Response Models

Part 2: Articulate the Message

Chapter 5: Objectives for the IMC Plan

Chapter 6: Brand Positioning Strategy Decisions

Chapter 7: Creative Strategy Decisions

Chapter 8: Creative Tactic Decisions

Chapter 9: Measuring the Effectiveness of the Promotional Message

Part 3: Deliver the Message

Chapter 10: Media Planning and Budgeting for IMC

Chapter 11: Broadcast Media

Chapter 12: Print Media

Chapter 13: Out-of-Home and Support Media

Part 4: Strengthening the Message

Chapter 14: Sales Promotion

Chapter 15: Public Relations

Chapter 16: Direct Marketing

Chapter 17: Internet Media

Part 5: Advertising and Society

Chapter 18: Regulatory, Ethical, Social, and Economic Issues for IMC