Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective 13th Edition Belch
Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective, 13th Edition, George Belch, Michael Belch, ISBN10: 1266854665, ISBN13: 9781266854668, ISBN10: 1266149066, ISBN13: 9781266149061
Table of Contents
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process?
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS
Chapter 5: The Communication Process?
Chapter 6: Source, Message, and Channel Factors?
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program?
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM
Chapter 8: Creative Strategy: Planning and Development?
Chapter 9: Creative Strategy: Implementation and Evaluation?
Chapter 10: Media Planning and Strategy?
Chapter 11: Evaluation of Media: Television and Radio?
Chapter 12: Evaluation of Media: Magazines and Newspapers?
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and Social Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising?
PART SIX: MONITORING, EVALUATION, AND CONTROL
Chapter 18: Measuring the Effectiveness of the Promotional Program?
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
Chapter 19: International Advertising and Promotion?
Chapter 20: Regulation of Advertising and Promotion
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and?Promotion?
Chapter 22: Personal Selling (Online Only)
