Advertising and Promotion: An Integrated Marketing Communications Perspective

Advertising and Promotion: An Integrated Marketing Communications Perspective


Yazar George E Belch Michael A Belch
Yayınevi McGraw-Hill Higher Education
ISBN 9780071314404
Baskı yılı 2011
Sayfa sayısı 808
Stok durumu Var    Stok detayları
Kargoya teslim Aynı gün kargo

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.
TABLE OF CONTENTS PART 1: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 1 An Introduction to 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: The Role of Ad Agencies and Other Marketing Communication Organizations 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 15 The Internet and Interactive Media 16 Sales Promotion 17 Public Relations, Publicity, and Corporate Advertising PART 6: MONITORING, EVALUATION, AND CONTROL 18 Measuring the Effectiveness of the Promotional Program 19 International Advertising and Promotion 20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion 21 (online) Personal Selling 22 (online) Regulation of Advertising and Promotion

Axess
Axess

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 290,00 TL
2 ay 145,00 TL 290,00 TL
3 ay 101,98 TL 305,95 TL
6 ay 53,17 TL 319,00 TL
9 ay 37,06 TL 333,50 TL
12 ay 29,00 TL 348,00 TL

cardFinans
cardFinans

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 290,00 TL
2 ay 145,00 TL 290,00 TL
3 ay 101,98 TL 305,95 TL
6 ay 53,17 TL 319,00 TL
9 ay 37,06 TL 333,50 TL
12 ay 29,00 TL 348,00 TL

Bonus
Bonus

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 290,00 TL
2 ay 145,00 TL 290,00 TL
3 ay 101,98 TL 305,95 TL
6 ay 53,17 TL 319,00 TL
9 ay 37,06 TL 333,50 TL
12 ay 29,00 TL 348,00 TL

World
World

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 290,00 TL
2 ay 145,00 TL 290,00 TL
3 ay 101,98 TL 305,95 TL
6 ay 53,17 TL 319,00 TL
9 ay 37,06 TL 333,50 TL
12 ay 29,00 TL 348,00 TL

Maximum
Maximum

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 290,00 TL
2 ay 145,00 TL 290,00 TL
3 ay 101,98 TL 305,95 TL
6 ay 53,17 TL 319,00 TL
9 ay 37,06 TL 333,50 TL
12 ay 29,00 TL 348,00 TL

Paraf
Paraf

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 290,00 TL
2 ay 145,00 TL 290,00 TL
3 ay 101,98 TL 305,95 TL
6 ay 53,17 TL 319,00 TL
9 ay 37,06 TL 333,50 TL
12 ay 29,00 TL 348,00 TL

Kredi Kartı (Tek Çekim)
Kredi Kartı (Tek Çekim)

Taksit Taksit Tutar ı Toplam Tutar
Peşin - 290,00 TL

Bonus, Maximum, Paraf, Cardfinans, Axess ve World özelliği olan tüm kartlar ile ödeme yapılabilir.