Advertising and Promotion http://www.fishpond.com.au/Books/Advertising-and-Promotion-George-E-Belch-Michael-A-Belch/9780071284400

An Integrated Marketing Communications Perspective

By George E. Belch, Michael A. Belch

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About the Author

George Belch is a 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 Michael Belch is a 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.

Table of Contents

Part 1: The Role of IMC in Marketing 1: An Introduction of Integrated Marketing Communications 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Program Situation Analysis 3: Organizing for Advertising and Promotion 4: Perspectives on Consumer Behavior Part 3: Analyzing the Communication Process 5: The Communication Process 6: Source, Message, and Channel Factors Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs 7: Establishing Objectives and Budgeting for the Promotional Program Part 5: Developing the Integrated marketing Communications Program 8: Creative Strategy: Planning and Development 9: Creative Strategy: Implementation and Evaluation 10: Media Planning and Strategy 11: Evaluation of Broadcast Media 12: Evaluation of Print Media 13: Support Media 14: Direct Marketing and Marketing on the Internet 15: Internet and WWW 16: Sales Promotion 17: Public Relations, Publicity, and Corporate Advertising 18: Personal Selling Part 6: Monitoring, Evaluation, and Control 19: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives 20: International Advertising and Promotion 21: Regulation of Advertising and Promotion 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion