Advertising and Promotion : An Integrated Marketing Communications Perspective, 13/e (Paperback)

George E. Belch,Michael A. Belch

Advertising and Promotion : An Integrated Marketing Communications Perspective, 13/e (Paperback)

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商品描述

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.

商品描述(中文翻譯)

今天，我們正在經歷市場傳播史上最具動態和革命性的變革！這本全面的最新版本反映了這些變革及其對行銷人員的影響。由於數位演進和革命也適用於學生的學習方式，我們的數位支援套件Connect和SmartBook 2.0也獲得了廣泛的創新更新！

全書內容包含倫理、全球和數位/社交媒體觀點
1. 探討媒體消費模式的變化以及這些變化對整合行銷傳播策略和戰術的影響。
2. 廣泛討論傳統媒體（如電視、雜誌、報紙和廣播）面臨的挑戰，因為它們與數位媒體競爭。
3. 強調廣告與其他促銷組合要素的整合，以及理解它們的角色和整體貢獻的必要性。
4. McGraw Hill的Connect確保將行銷傳播示範應用於真實情境，配合Smartbook 2.0、影片案例、案例分析、應用活動等等。

作者簡介

作者：George E. Belch
現職：San Diego State University

作者：Michael A. Belch
現職：San Diego State University

作者簡介(中文翻譯)

作者：George E. Belch
現職：聖地牙哥州立大學

作者：Michael A. Belch
現職：聖地牙哥州立大學

目錄大綱

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)

目錄大綱(中文翻譯)

第一部分：整合行銷傳播簡介
第1章：整合行銷傳播簡介
第2章：整合行銷傳播在行銷過程中的角色

第二部分：整合行銷傳播計畫情境分析
第3章：廣告和促銷組織的組織架構：廣告代理商和其他行銷傳播組織的角色
第4章：消費者行為觀點

第三部分：傳播過程分析
第5章：傳播過程
第6章：來源、訊息和媒介因素

第四部分：整合行銷傳播計畫的目標和預算
第7章：制定促銷計畫的目標和預算

第五部分：開發整合行銷傳播計畫
第8章：創意策略：規劃和開發
第9章：創意策略：實施和評估
第10章：媒體規劃和策略
第11章：媒體評估：電視和廣播
第12章：媒體評估：雜誌和報紙
第13章：支援媒體
第14章：直接行銷
第15章：網際網路：數位和社群媒體
第16章：促銷銷售
第17章：公共關係、宣傳和企業廣告

第六部分：監控、評估和控制
第18章：評估促銷計畫的效果

第七部分：特殊主題和觀點
第19章：國際廣告和促銷
第20章：廣告和促銷的法規
第21章：評估廣告和促銷的社會、倫理和經濟方面
第22章：個人銷售（僅限線上）

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