Test bank for Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by Belch

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Product Descriptions

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 organisations’ 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 recognise 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.

Test bank for Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by George E.Belch and Michael A.Belch

Test bank for Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by George E.Belch and Michael A.Belch

Table of Content

Chapter One: An Introduction to Integrated Marketing Communications
Chapter Two: The Role of IMC in the Marketing Process
Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter Four: Perspectives on Consumer Behavior
Chapter Five: The Communication Process
Chapter Six: Source, Message, and Channel Factors
Chapter Seven: Establishing Objectives and Budgeting for the Promotional 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
Chapter Eighteen: Measuring the Effectiveness of the Promotional Program
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

Product Details

ISBN-13: 978-0078028977
ISBN-10: 0078028973
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