Advertising and Promotion: An Integrated Marketing Communications Perspective(11版) epub pdf txt mobi 電子書下載 2024

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著者

齣版者出版社：華泰文化訂閱出版社新書快訊新功能介紹

翻譯者

齣版日期出版日期：2017/05/19

語言語言：英文

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發錶於2024-11-17

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圖書描述

1.Has chapters on advertising, sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations,

　　2.Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

著者信息

作者簡介

George E. Belch

　　現職：San Diego State University

Michael A. Belch

　　現職：San Diego State University

Advertising and Promotion: An Integrated Marketing Communications Perspective(11版) epub pdf txt mobi 電子書下載

圖書目錄

PART I: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Ch 1 An Introduction to Integrated Marketing Communications
Ch 2 The Role of IMC in the Marketing Process

PART II: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS
Ch 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Ch 4 Perspectives on Consumer Behavior

PART III: ANALYZING THE COMMUNICATION PROCESS
Ch 5 The Communication Process
Ch 6 Source, Message, and Channel Factors

PART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
Ch 7 Establishing Objectives and Budgeting for the Promotional Program

PART V: DEVELOPING THE INTERGRATED MARKETING COMMUNICATIONS PROGRAM
Ch 8 Creative Strategy: Planning and Development
Ch 9 Creative Strategy: Implementation and Evaluation
Ch10 Media Planning and Strategy
Ch11 Evaluation of Media: Television and Radio
Ch12 Evaluation of Media: Magazines and Newspapers
Ch13 Support Media
Ch14 Direct Marketing
Ch15 The Internet: Digital and Social Media
Ch16 Sales Promotion
Ch17 Public Relations, Publicity, and Corporate Advertising

PART VI: MONITORING, EVALUATION, AND CONTROL
Ch18 Measuring the Effectiveness of the Promotional Program

PART VII: SPECIAL TOPICS AND PERSPECTIVES
Ch19 International Advertising and Promotion
Ch20 Regulation of Advertising and Promotion
Ch21 Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion
Ch22 Personal Selling(Online)