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Advertising and Promotion: An Integrated Marketing Communications Perspective 12th Edition

Advertising and Promotion: An Integrated Marketing Communications Perspective (12th Edition)

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Advertising and Promotion: An Integrated Marketing Communications Perspective (12th Edition)

Book Edition12th Edition
Author(s)Belch, Belch
ISBN9781260259315
Alternate ISBN(s)9781260570991
PublisherMcGraw-Hill, Inc.
SubjectBusiness

Course Hero-verified solutions and explanations

  1. Chapter 1An Introduction to Integrated Marketing Communications

  2. Chapter 2The Role of IMC in the Marketing Process

  3. Chapter 3Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

  4. Chapter 4Perspectives on Consumer Behavior

  5. Chapter 5The Communication Process

  6. Chapter 6Source, Message, and Channel Factors

  7. Chapter 7Establishing Objectives and Budgeting for the Promotional Program

  8. Chapter 8Creative Strategy: Planning and Development

  9. Chapter 9Creative Strategy: Implementation and Evaluation

  10. Chapter 10Media Planning and Strategy

  11. Chapter 11Evaluation of Media: Television and Radio

  12. Chapter 12Evaluation of Media: Magazines and Newspapers

  13. Chapter 13Support Media

  14. Chapter 14Direct Marketing

  15. Chapter 15The Internet: Digital and Social Media

  16. Chapter 16Sales Promotion

  17. Chapter 17Public Relations, Publicity, and Corporate Advertising

  18. Chapter 18Measuring the Effectiveness of the Promotional Program

  19. Chapter 19International Advertising and Promotion

  20. Chapter 20Regulation of Advertising and Promotion

  21. Chapter 21Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

  • Solutions
  • Book Info

  1. Chapter 1An Introduction to Integrated Marketing Communications

  2. Chapter 2The Role of IMC in the Marketing Process

  3. Chapter 3Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

  4. Chapter 4Perspectives on Consumer Behavior

  5. Chapter 5The Communication Process

  6. Chapter 6Source, Message, and Channel Factors

  7. Chapter 7Establishing Objectives and Budgeting for the Promotional Program

  8. Chapter 8Creative Strategy: Planning and Development

  9. Chapter 9Creative Strategy: Implementation and Evaluation

  10. Chapter 10Media Planning and Strategy

  11. Chapter 11Evaluation of Media: Television and Radio

  12. Chapter 12Evaluation of Media: Magazines and Newspapers

  13. Chapter 13Support Media

  14. Chapter 14Direct Marketing

  15. Chapter 15The Internet: Digital and Social Media

  16. Chapter 16Sales Promotion

  17. Chapter 17Public Relations, Publicity, and Corporate Advertising

  18. Chapter 18Measuring the Effectiveness of the Promotional Program

  19. Chapter 19International Advertising and Promotion

  20. Chapter 20Regulation of Advertising and Promotion

  21. Chapter 21Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion