PACK ADVERTISING AND PROMOTION 11e + DEVELOPING YOUR IMC PLAN 1e
McGraw-Hill Education / Australia
978-1-76042-159-5 (ISBN)
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In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on 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, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Developing your IMC planDesigned for marketing students and practitioners. In a highly competitive market it is vital to effectively communicate the message of your product service or idea. The starting point for effective marketing communication is an integrated marketing communication (IMC) plan. Developing Your Integrated Marketing Communication Plan is a highly practical workbook taking you through the process of creating of an effective IMC plan step by step. Accompanied by quotes from seasoned professionals handy hints and a case study this book will help you and your marketing message succeed in our contemporary business environment.
Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.
Part 1: An Introduction to Integrated Marketing Communications
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
Part 2: 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 3: Analyzing the Communication Process
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Part 5: 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 6: Monitoring, Evaluation, and Control
Chapter 18: Measuring the Effectiveness of the Promotional Program
Part 7: 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)
Developing your IMC plan
EXECUTIVE SUMMARY
INTRODUCTION
SITUATION ANALYSIS
Marketing Mix Analysis
Company Analysis
Customer Analysis
Competitor Analysis
Environmental Analysis
Opportunity Analysis
OBJECTIVES
BUDGET
TARGET AUDIENCE
COMMUNICATION STRATEGY
CREATIVE STRATEGY
MEDIA PLANNING
MEDIA STRATEGY
Advertising
Direct marketing
Internet and Interactive media
Public relations
Sales promotion
Personal selling
CAMPAIGN EVALUATION
CONCLUSION
Erscheint lt. Verlag | 26.5.2017 |
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Sprache | englisch |
Gewicht | 2125 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
ISBN-10 | 1-76042-159-6 / 1760421596 |
ISBN-13 | 978-1-76042-159-5 / 9781760421595 |
Zustand | Neuware |
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