LOOSE-LEAF FOR ADVERTISING AND PROMOTION

Loose Leaf | January 22, 2014

byGeorge Belch, Michael Belch

not yet rated|write a review
This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect Plus.

Pricing and Purchase Info

$262.95

Ships within 3-5 weeks
Ships free on orders over $25

From the Publisher

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect Plus.

Format:Loose LeafDimensions:10.8 × 8.3 × 1.4 inPublished:January 22, 2014Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0077512618

ISBN - 13:9780077512613

Customer Reviews of LOOSE-LEAF FOR ADVERTISING AND PROMOTION

Reviews

Extra Content

Table of Contents

Part One: Introduction to Integrated Marketing Communications

Chapter One: An Introduction to Integrated Marketing Communications

Chapter Two: The Role of IMC in the Marketing Process

Part Two: Integrated Marketing Program Situation Analysis

Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Chapter Four: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process

Chapter Five: The Communication Process

Chapter Six: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program

Part Five: Developing the Integrated Marketing Communications Program

Chapter Eight: Creative Strategy: Planning and Development

Chapter Nine: Creative Strategy: Implementation and Evaluation

Chapter Ten: Media Planning and Strategy

Chapter Eleven: Evaluation of Media: Television and Radio

Chapter Twelve: Evaluation of Media: Magazines and Newspapers

Chapter Thirteen: Support Media

Chapter Fourteen: Direct Marketing

Chapter Fifteen: The Internet: Digital and Social Media

Chapter Sixteen: Sales Promotion

Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising

Part Six: Monitoring, Evaluation, and Control

Chapter Eighteen: Measuring the Effectiveness of the Promotional Program

Part Seven: Special Topics and Perspectives

Chapter Nineteen: International Advertising and Promotion

Chapter Twenty: Regulation of Advertising and Promotion

Chapter Twenty-One: Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion

Chapter Twenty-Two (Available in Create and ebook): Personal Selling