Advertising & Promotion: An Integrated Marketing Communications Perspective

Advertising & Promotion: An Integrated Marketing Communications Perspective – Ebook Instant Download/Delivery ISBN(s): 9781259272301,1259272303

Product details:

• ISBN-10 ‏ : ‎ 1259272303
• ISBN-13 ‏ : ‎ 978-1259272301
• Author: Michael A. Guolla,George Belch , Michael Belch

Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.

Table contents:

1. Integrated marketing communications
2. Organizing for IMC: role of agencies
3. Consumer behaviour and target audience decisions
4. Communication response models
5. Objectives for the IMC plan
6. Brand positioning strategy decisions
7. Creative strategy decisions
8. Creative tactics decisions
9. Measuring the effectiveness of the promotional message
10. Media planning and budgeting for IMC
11. Broadcast media
12. Print media
13. Out-of-home and support media
14. Sales promotion
15. Public relations
16. Direct marketing
17. Internet media
18. Regulatory, ethical, social, and economic issues for IMC

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