Book Categories

Description of Advertising and Promotion

Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling). Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Title Information

ISBN:

9780073404868

Pages:

864 pages

Format:

Hardback

Product Code:

473409

Publisher:

McGraw-Hill

Published:

01/08/2011

Edition:

9th Revised edition

Write a review of this book

Customer Reviews from Amazon

About George E Belch and Michael A Belch

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.

Contents of Advertising and Promotion

Part One Introduction to Integrated Marketing Communications
1: An Introduction to Integrated Marketing Communications
2: The Role of IMC in the Marketing Process

Part Two Integrated Marketing Program Situation Analysis
3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
4: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process
5: The Communication Process
6: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs
7: Establishing Objectives and Budgeting for the Promotional Program

Part Five: 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
15: The Internet and Interactive Media
16: Sales Promotion
17: Public Relations, Publicity, and Corporate Advertising

Part Six Monitoring, Evaluation, and Control
18: Measuring the Effectiveness of the Promotional Program
19: International Advertising and Promotion
20: Regulation of Advertising and Promotion
21: Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion
22 (Web): Personal Selling