Advertising and Promotion: An Integrated Marketing Communications Perspective (11 Ed.) | 誠品線上

內容簡介

內容簡介 1.Has chapters on advertising, sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity public relations, 2.Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

作者介紹

作者介紹 ■作者簡介George E. Belch現職:San Diego State UniversityMichael A. Belch現職:San Diego State University

產品目錄

產品目錄 PART I: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONSCh 1 An Introduction to Integrated Marketing CommunicationsCh 2 The Role of IMC in the Marketing ProcessPART II: INTEGRATED MARKETING PROGRAM SITUATION ANALYSISCh 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication OrganizationsCh 4 Perspectives on Consumer BehaviorPART III: ANALYZING THE COMMUNICATION PROCESSCh 5 The Communication ProcessCh 6 Source, Message, and Channel FactorsPART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMSCh 7 Establishing Objectives and Budgeting for the Promotional ProgramPART V: DEVELOPING THE INTERGRATED MARKETING COMMUNICATIONS PROGRAMCh 8 Creative Strategy: Planning and DevelopmentCh 9 Creative Strategy: Implementation and EvaluationCh10 Media Planning and StrategyCh11 Evaluation of Media: Television and RadioCh12 Evaluation of Media: Magazines and NewspapersCh13 Support MediaCh14 Direct MarketingCh15 The Internet: Digital and Social MediaCh16 Sales PromotionCh17 Public Relations, Publicity, and Corporate AdvertisingPART VI: MONITORING, EVALUATION, AND CONTROLCh18 Measuring the Effectiveness of the Promotional ProgramPART VII: SPECIAL TOPICS AND PERSPECTIVESCh19 International Advertising and PromotionCh20 Regulation of Advertising and PromotionCh21 Evaluating the Social, Ethical, Evaluating Aspects of Advertising and PromotionCh22 Personal Selling(Online)

Advertising and Promotion: An Integrated Marketing Communications Perspective (11 Ed.):1.Haschaptersonadvertising,salespromotion,directmarketing,theInternetinc

書名 / Advertising and Promotion: An Integrated Marketing Communications Perspective (11 Ed.)
簡介 / Advertising and Promotion: An Integrated Marketing Communications Perspective (11 Ed.):1.Haschaptersonadvertising,salespromotion,directmarketing,theInternetinc
作者 / George E. Belch Michael A. Belch
出版社 / 美商麥格羅希爾國際股份有限公司台灣分公司
誠品26碼 / 2681466530003
ISBN13 / 9781259921698
ISBN10 / 1259921697
EAN / 9781259921698
尺寸 / 27.6X21.6X2.6CM
裝訂 / 平裝
頁數 / 764
語言 / 英文
級別 /
尺寸 / 27.6X21.6X2.6CM
用電 / N