Advertising & Promotion: An Integrated Marketing Communications Perspective, with Connect Access…

Book & Toy | February 15, 2011

byGeorge Belch, Michael Belch, Michael Guolla

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Advertising & Promotion: An Integrated Marketing Communications Perspective is a comprehensive and balanced text that offers instructors and students advertising and promotion theories and applications, while providing relevant and up-to-date coverage of integrated marketing communications theories and practices.

Engaging students with a beautiful 4-colour design, interactive exercises for students, and a robust teaching supplements package, the new fourth Canadian edition of Belch et al Advertising & Promotion has been thoroughly updated to reflect the changes and trends in this dynamic area of study.

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From the Publisher

Advertising & Promotion: An Integrated Marketing Communications Perspective is a comprehensive and balanced text that offers instructors and students advertising and promotion theories and applications, while providing relevant and up-to-date coverage of integrated marketing communications theories and practices.Engaging students with ...

Format:Book & ToyDimensions:11.1 × 8.5 × 1.12 inPublished:February 15, 2011Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071091386

ISBN - 13:9780071091381

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Extra Content

Table of Contents

Part 1: Understand Integrated Marketing Communications

Chapter 1: Integrated Marketing Communications

Chapter 2: Organizing for IMC

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 Tactics 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: Strengthen 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