Advertising and Promotion An Integrated Marketing Communications Perspective 11th Edition Belch Solutions Manual

Advertising and Promotion An Integrated Marketing Communications Perspective 11th Edition Belch Solutions Manual

Product details:

• ISBN-10 ‏ : ‎ 1259548147
• ISBN-13 ‏ : ‎ 978-1259548147
• Author: George Belch (Author), Michael Belch (Author)

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch’s Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

Advertising and Promotion An Integrated Marketing Communications Perspective 11th Edition Belch Test Bank

Table contents:

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 Communications 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 MEDIA: TELEVISION AND RADIO

12 EVALUATION OF MEDIA: MAGAZINES AND NEWSPAPERS

13 SUPPORT MEDIA

14 DIRECT MARKETING

15 THE INTERNET: DIGITAL AND SOCIAL 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

Part Seven Special Topics and Perspectives

19 INTERNATIONAL ADVERTISING AND PROMOTION

20 REGULATION OF ADVERTISING AND PROMOTION

21 EVALUATING THE SOCIAL, ETHICAL, AND ECONOMIC ASPECTS OF ADVERTISING AND PROMOTION

22 PERSONAL SELLING (ONLINE ONLY)

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