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Advertising and Promotion: An Integrated Marketing Communications Perspective(13版)
作者：
George E. Belch, Michael A. Belch
分類：
參考•考試•教科書
／
高職•二專•四技教科書
叢書系列：商管理工
出版社：
McGraw Hill
出版日期：2023/12/25
ISBN：9781266090608
書籍編號：kk0586742
頁數：759
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Advertising and Promotion: An Integrated Marketing Communications Perspective(13版) 內容簡介 Today，we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications！This comprehensive, latest edition reflects these changes and their implications for the marketer。Because the digital evolution and revolution also applies to how students learn，our digital support package with Connect and SmartBook 2.0 have also received extensive innovative updates！ Contains Ethical，Global and Digital/Social Media Perspectives throughout 1.Explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics。 2.Extensive discussion around challenges facing traditional media such as television, magazines，newspapers，and radio as they compete against digital media。 3.Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution。 4.McGraw Hill’s Connect ensures demonstration of marketing communications to real-world scenarios with Smartbook 2.0，Video Cases, Case Analyses，Application-based Activities and much more。
作者簡介 George E. Belch 現職：San Diego State University Michael A. Belch 現職：San Diego State University
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 COMMUNICATIONS 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 INTEGRATED 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, and Economic Aspects of Advertising and Promotion Ch22 Personal Selling (Online Only)
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