Advertising and Promotion : An Integrated Marketing Communications Perspective, 13/e (Paperback)
暫譯: 廣告與促銷：整合行銷傳播觀點，第13版（平裝本）

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，我們正經歷市場行銷傳播歷史上最具動態性和革命性的變化！這本全面的最新版本反映了這些變化及其對行銷者的影響。因為數位演變和革命同樣適用於學生的學習方式，我們的數位支援套件，包括 Connect 和 SmartBook 2.0，也進行了廣泛的創新更新！

包含倫理、全球及數位/社交媒體的觀點
1. 探討媒體消費模式的變化及這些變化對整合行銷傳播（IMC）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元素的整合，以及理解它們的角色和整體貢獻的必要性。
4. McGraw Hill 的 Connect 確保行銷傳播在真實世界情境中的展示，配合 SmartBook 2.0、視頻案例、案例分析、基於應用的活動等更多內容。

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)

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)

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