Advertising and Promotion An Integrated Marketing 6th Edition Belch Test Bank

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Product details:

• ISBN-10 ‏ : ‎ 0073049727
• ISBN-13 ‏ : ‎ 978-0073049724
• Author: George E Belch, Michael A Belch 

AdSim for Belch is a learning companion to Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e by George and Micheal Belch and has been modeled on the contemporary US DVD-Player Market. Using this simulation, students will develop: • An understanding of the factors involved in the development of an advertising and promotion in a highly competitive market. • Insights into selecting different media for specific communications goals and target markets while being constrained by a fixed budget. • Insights into the importance market and media research. • Insights into the influence of brand awareness and on-going measurement. • A better appreciation of the concepts of an integrated marketing communication approach. • Critical decision-making and team participation skills in an interactive learning environment.

Table of contents:

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

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

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

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

PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM
Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
Chapter 11: Evaluation of Media: Television and Radio
Chapter 12: Evaluation of Media: Magazines and Newspapers
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and Social Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising

PART SIX: MONITORING, EVALUATION, AND CONTROL
Chapter 18: Measuring the Effectiveness of the Promotional Program

PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
Chapter 19: International Advertising and Promotion
Chapter 20: Regulation of Advertising and Promotion
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Chapter 22: Personal Selling (Online Only)

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