Advertising and Promotion 5th Ed.

An Integrated Marketing Communications Perspective

George E. Belch, Michael A. Belch

Publisher: McGraw-Hill, 2001, 852 pages

ISBN: 0-07-118026-5

Keywords: Marketing

Last modified: May 5, 2019, 1:14 a.m.

The changing world of Advertising and Promotion

To the Student: Preparing you for the new world of Advertising and Promotion.

To the Instructor: A text that reflects the changes in the work of Advertising and Promotion.

  • Part One: The Role of IMC in Marketing
    1. An introduction to Integrated Marketing Communications
    2. The Role of IMC in the Marketing Process
  • Part Two: Integrated Marketing Program Situation Analysis
    1. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
    2. Perspectives on Consumer Behavior
  • Part Three: Analyzing the Communication Process
    1. The Communication Process
    2. Source, Message, and Channel Factors
  • Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs
    1. Establishing Objectives and Budgeting for the Promotional Program
  • Part Five: Developing the Integrated Marketing Communications Program
    1. Creative Strategy: Planning and Development
    2. Creative Strategy: Implementation and Evaluation
    3. Media Planning and Strategy
    4. Evaluation of Broadcast Media
    5. Evaluation of Print Media
    6. Support Media
    7. Direct Marketing
    8. The Internet and Interactive Media
    9. Sales Promotion
    10. Public Relations, Publicity, and Corporate Advertising
    11. Personal Selling
  • Part Six: Monitoring, Evaluation, and Control
    1. Measuring the Effectiveness of the Promotional Program
  • Part Seven: Special Topics and Pespectives
    1. International Advertising and Promotion
    2. Regulation of Advertising and Promotion
    3. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
  • Glossary of Advertising and Promotional Terms


Advertising and Promotion

Reviewed by Roland Buresund

Very Good ******** (8 out of 10)

Last modified: May 21, 2007, 2:54 a.m.

Finally, a good book about advertising (or should I say Integrated Marketing Communications, as they include Promotion as well). This book makes Ries & Ries (The Fall of Advertising & the Rise of PR) seem superficial, especially as they talk about Absolut as one advertising based success (of course, promotion played a role as a supplement). It is a bit big and extremely verbose, but if you are interested in the subject and have the patience to read it in a structured fashion, it will be worth it.

I recommend it.


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