Advertising and Promotion: An Integrated Marketing Communications Perspective(13版)

　　Today，we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications！This comprehensive, latest edition reflects these changes and their implications for the marketer。Because the digital evolution and revolution also applies to how students learn，our digital support package with Connect and SmartBook 2.0 have also received extensive innovative updates！

　　Contains Ethical，Global and Digital/Social Media Perspectives throughout
　　1.Explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics。
　　2.Extensive discussion around challenges facing traditional media such as television, magazines，newspapers，and radio as they compete against digital media。
　　3.Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution。
　　4.McGraw Hill’s Connect ensures demonstration of marketing communications to real-world scenarios with Smartbook 2.0，Video Cases, Case Analyses，Application-based Activities and much more。

作者簡介

George E. Belch

　　現職：San Diego State University

Michael A. Belch

　　現職：San Diego State University

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

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

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

PART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
Ch 7 Establishing Objectives and Budgeting for the Promotional Program?

PART V: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM
Ch 8 Creative Strategy: Planning and Development
Ch 9 Creative Strategy: Implementation and Evaluation
Ch10 Media Planning and Strategy
Ch11 Evaluation of Media: Television and Radio
Ch12 Evaluation of Media: Magazines and Newspapers
Ch13 Support Media
Ch14 Direct Marketing
Ch15 The Internet: Digital and Social Media
Ch16 Sales Promotion
Ch17 Public Relations, Publicity, and Corporate Advertising
 
PART VI: MONITORING, EVALUATION, AND CONTROL
Ch18 Measuring the Effectiveness of the Promotional Program

PART VII: SPECIAL TOPICS AND PERSPECTIVES
Ch19 International Advertising and Promotion
Ch20 Regulation of Advertising and Promotion
Ch21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Ch22 Personal Selling (Online Only)