Advertising and Promotion (Global Ed)

An Integrated Marketing Communications Perspective
10 ed
ISBN: 978-981-4575-11-9
Verlag: McGraw-Hill Education (Asia)

Buch, Englisch, 880 Seiten, Format (B × H): 217 mm x 277 mm, Gewicht: 1810 g

Reihe: Asia Higher Education Business & Economics Marketing

We are pleased to present this Global Edition, which has been developed specifically to meet the needs of international advertising students.

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today’s business world, one must recognize how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.

Autoren/Hrsg.

Belch, George

Belch, Michael

Inhaltsverzeichnis

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

Über Autor(innen)

Belch, George
Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Belch, Michael
Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

ABOUT THE AUTHORS
George E. Belch is professor of marketing and chair of the marketing department at San Diego State University, where he teaches integrated marketing communications, strategic marketing planning, and consumer/customer behavior. He received his PhD in marketing from the University of California, Los Angeles. His 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 30 articles in leading academic journals and proceedings.

Michael (Mickey) A. Belch is a professor of marketing at San Diego State University and is also co- director of the Centre for Integrated Marketing Communications at San Diego State. He received his undergraduate degree from Penn State University, his MBA from Drexel University, and his PhD from the University of Pittsburgh. He is the author or coauthor of more than 50 articles in academic journals and proceedings in the areas of advertising, consumer behavior, and international marketing.