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Product Description:

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions.To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

Solution Manual for Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by Belch

Solution Manual for Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by Belch

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)

Product details

Language: English

ISBN-10:   0078028973

ISBN-13:        978-0078028977             9780078028977

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Solution Manual for Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by Belch