Advertising and Promotion ISE
(Sprache: Englisch)
Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and...
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Klappentext zu „Advertising and Promotion ISE “
Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package with Connect and SmartBook 2.0 have also received extensive innovative updates! Contains Ethical, Global and Digital/Social Media Perspectives throughout
Explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics.¿¿¿
Extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media.
Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
McGraw Hill's Connect ensures demonstration of marketing communications to real-world scenarios with Smartbook 2.0, Video Cases, Case Analyses, Application-based Activities and much more.
Inhaltsverzeichnis zu „Advertising and Promotion ISE “
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process¿
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS
Chapter 5: The Communication Process¿
Chapter 6: Source, Message, and Channel Factors¿
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program¿
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM
Chapter 8: Creative Strategy: Planning and Development¿
Chapter 9: Creative Strategy: Implementation and Evaluation¿
Chapter 10: Media Planning and Strategy¿
Chapter 11: Evaluation of Media: Television and Radiö
Chapter 12: Evaluation of Media: Magazines and Newspapers¿
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and Social Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising¿
PART SIX: MONITORING, EVALUATION, AND CONTROL
Chapter 18: Measuring the Effectiveness of the Promotional Program¿
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
Chapter 19: International Advertising and Promotion¿
Chapter 20: Regulation of Advertising and Promotion
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and¿Promotion¿
Chapter 22: Personal Selling (Online Only)
Autoren-Porträt von George Belch, Michael Belch
George E. Belch is professor emeritus of marketing in the Fowler College of Business at San Diego State University, where he teaches integrated marketing communications and strategic marketing. He received his PhD in marketing from the University of California, Los Angeles. Before entering academia, Dr. Belch was a marketing representative for the DuPont Company. He also worked as a research analyst for the DDB Worldwide advertising agency.Dr. Belch's research interests are in the area of consumer processing of advertising information as well as managerial aspects of integrated marketing communications. He has authored or coauthored more than 40 articles in leading academic journals and proceedings, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Advertising, Journal of Promotion Management, Journal of Advertising, and Journal of Business Research. He also serves on the editorial review boards of the Journal of Advertising Research and the Journal of Marketing Education. In 2000, he was selected as Marketing Educator of the Year by the Marketing Educators' Association for his career achievements in teaching and research. He also received the Distinguished Faculty Member Award for the College of Business Administration at San Diego State University in 1994 and 2003.
Dr. Belch has taught in executive education and development programs for various universities around the world. He has also conducted seminars on integrated marketing communications as well as marketing planning and strategy for a number of multinational companies, including Sprint, Microsoft, Qualcomm, Arbitron, Square D Corporation, Armstrong World Industries, and Texas Industries.
Bibliographische Angaben
- Autoren: George Belch , Michael Belch
- 2023, 13. Auflage, 848 Seiten, Maße: 21,6 x 27,5 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Education Ltd
- ISBN-10: 1266090606
- ISBN-13: 9781266090608
- Erscheinungsdatum: 13.10.2023
Sprache:
Englisch
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