This is completed downloadable of Test bank for Advertising and Promotion Canadian 6th Edition by Michael A.Guolla, George E.Belch and Michael A.Belch.
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Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.
Table of Content
Chapter 1: Integrated Marketing Communications
Chapter 2: Organizing for IMC: Role of Agencies
Chapter 3: Consumer Behaviour and Target Audience Decisions
Chapter 4: Communication Response Models
Chapter 5: Objectives for the IMC Plan
Chapter 6: Brand Positioning Strategy Decisions
Chapter 7: Creative Strategy Decisions
Chapter 8: Creative Tactics Decisions
Chapter 9: Measuring the Effectiveness of the Promotional Message
Chapter 10: Media Planning and Budgeting for IMC
Chapter 11: Broadcast Media
Chapter 12: Print Media
Chapter 13: Out-of-Home and Support Media
Chapter 14: Sales Promotion
Chapter 15: Public Relations
Chapter 16: Direct Marketing
Chapter 17: Internet Media
Chapter 18: Regulatory, Ethical, Social, and Economic Issues for IMC