Advertising and promotion : an integrated marketing communications perspective /
George E. Belch(Author) and Michael A. Belch (Author).
- 13th ed.
- New York : McGraw-Hill, c2024.
- xxvi, 759p. : col. ill. ; 29 cm.
Includes bibliographical references and index.
An Introduction to Integrated Marketing Communications The Role of IMC in the Marketing Process Organizing for Advertising and Promotion : The Role of Ad Agencies and Other Marketing Communication Organizations Perspectives on Consumer Behavior The Communication Process Source, Message, and Channel Factors Establishing Objectives and Budgeting for the Promotional Program Creatie Strategy : Planning and Development Creative Strategy : Implementation and Evaluation Media Planning and Strategy Evaluation of Media : Television and Radio Evaluation of Media : Magazines and Newspapers Support Media Direct Marketing The Internet : Digital and Social Media Sales Promotion Public Relations, Publicity, and Corporate Advertising Measuring the Effectiveness of the Promotional Program International Advertising and Promotion Regulation of Advertising and Promotion Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Nearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them