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Advertising and Promotion: An Integrated Marketing Communications Perspective(11版) pdf epub mobi txt 电子书 下载 2024

图书介绍

Advertising and Promotion: An Integrated Marketing Communications Perspective(11版)
☆☆☆☆☆
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著者
出版者 出版社：华泰文化 订阅出版社新书快讯 新功能介绍
翻译者
出版日期 出版日期：2017/05/19
语言 语言：英文

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发表于2024-05-03

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图书描述

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.

著者信息

作者简介

George E. Belch

　　现职：San Diego State University

Michael A. Belch

　　现职：San Diego State University
Advertising and Promotion: An Integrated Marketing Communications Perspective(11版) pdf epub mobi txt 电子书 下载

图书目录

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 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 INTERGRATED 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, Evaluating Aspects of Advertising and Promotion
Ch22 Personal Selling(Online)

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None

Advertising and Promotion: An Integrated Marketing Communications Perspective(11版) epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

Advertising and Promotion: An Integrated Marketing Communications Perspective(11版) epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

Advertising and Promotion: An Integrated Marketing Communications Perspective(11版) pdf epub mobi txt 电子书 下载 2024


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