Advertising And Promotion: An Integrated Marketing Communications Approach
Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy.
The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies.
Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet.
Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
Integrated marketing communications theme and perspective: Belch and Belch were the first author team to recognize the growing importance of Integrated Marketing Communications. It has been a central theme since the first edition. The authors are careful to introduce this concept early and provide numerous examples to reinforce its importance throughout.
Strong ethical coverage : Where applicable, ethical issues are addressed. Many advertisers are faced with ethical dilemmas. Students are given an opportunity to evaluate decisions from an ethical perspective.
Strong Global examples: Each chapter includes numerous global examples of advertisements and other advertising examples. The global examples are not only interesting, they reinforce how advertising theories apply worldwide.
Professor Technology: Our Professor Presentation CD-ROM is the best in the industry. This multimedia tool includes all of the print and electronic supplements so that you can customize your lecture notes and exams with ease. It also includes PowerPoint slides, digitized advertisements and transparencies, and digitized video clips and commercials.
Completely Revised PowerPoint Slides: We have added more slides for each chapter and improved the content quality and design.
A new Internet Chapter: This chapter 15 introduces the important role the Internet plays in creating an effective Integrated Marketing Campaign. The authors introduce successful Internet campaigns and the steps that advertisers take to maximize their exposure on the web.
Most current text on the market: The authors are committed to providing the very best and most current examples available. They continue to add examples and current references right up until the book is put into production.
New Cases: Based on customer needs, we added cases for each part that will be tied to a video segment. This will give the student an opportunity to see how advertising concepts and theories are applied at real companies.
The best video library in the market: It includes 7 video cases and over 400 commercials. New video cases include; San Diego Zoo, Gateway, Promotional Products Company, and Got milk. The videos will be tied to the career profiles found in the book and expanded on the web page.
Interactive Web Page: http://www.mhhe.com/belch It will include an advertising campaign project, many examples of print advertisements and commercials which ask the students to choose what kind of ad it is and what advertising theories are being highlighted in the ad. The student CD will also include chapter quizzes, current events, career profiles, the written case to accompany the videos, and possibly a part of the video segment.
CHAPTER 1: An Introduction of Integrated Marketing Communications
CHAPTER 2: The Role of IMC in the Marketing Process
CHAPTER 3: Organizing for Advertising and Promotion
CHAPTER 4: Perspectives on Consumer Behavior
CHAPTER 5: The Communication Process
CHAPTER 6: Source, Message, and Channel Factors
CHAPTER 7: Establishing Objectives and Budgeting for the Promotional 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 Broadcast Media
CHAPTER 12: Evaluation of Print Media
CHAPTER 13: Support Media
CHAPTER 14: Direct Marketing and Marketing on the Internet
CHAPTER 15: Internet and WWW
CHAPTER 16: Sales Promotion
CHAPTER 17: Public Relations, Publicity, and Corporate Advertising
CHAPTER 18:Personal Selling
CHAPTER 19: Measuring the Effectiveness of the Promotional Program
CHAPTER 20: International Advertising and Promotion
CHAPTER 21: Regulation of Advertising and Promotion
CHAPTER 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
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