ADVERTISING AND PROMOTION
By: BELCH GEORGE E, MICHAEL A BELCH
Material type:
TextPublisher: MCGRAW HILL Subject(s): Introduction to Integrated Marketing Communications An Introduction to Integrated Marketing Communications The Growth of Advertising and Promotion What Is Marketing? Marketing Focuses on Relationships and Value The Marketing Mix Integrated Marketing Communications The Evolution of IMC A Contemporary Perspective of IMC Reasons for the Growing Importance of IMC The Role of 1MC in Branding The Promotional Mix: The Tools for IMC Advertising Direct Marketing Interactive/Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling IMC Involves Audience Contacts The IMC Planning Process Review of the Marketing Plan Promotional Program Situation Analysis Analysis of the Communications Process Budget Determination Developing the Integrated Marketing Communications Program Monitoring, Evaluation, and Control Perspective and Organization of This Text . The Role of IMC in the Marketing Process. Marketing Strategy and Analysis. Opportunity Analysis .Competitive Analysis .Target Market Selection. The Target Marketing Process. Identifying Markets. Market Segmentation. Selecting a Target Market. Market Positioning Developing the Marketing Planning Program Product Decisions Price Decisions Distribution Channel Decisions Developing Promotional Strategies: Push or Pull? The Role of Advertising and Promotion Integrated Marketing Program Situation Analysis Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Participants in the Integrated Marketing Communications Process: An Overview Organizing for Advertising and Promotion in the Firm: The Client's Role The Centralized System The Decentralized System In-House Agencies. Advertising Agencies The Ad Agency's Role Types of Ad Agencies Other Types of Agencies and Services Agency Compensation Commissions from Media Fee, Cost, and Incentive-Based Systems Percentage Charges The Future of Agency Compensation Evaluating Agencies Gaining and Losing Clients Specialized Services Direct-Marketing Agencies Sales Promotion Agencies Public Relations Firms Interactive Agencies Collateral Services Marketing Research Companies Integrated Marketing Communications Services Pros and Cons of Integrated Services Responsibility for IMC: Agency versus Client Perspectives on Consumer Behavior . An Overview of Consumer Behavior .The Consumer Decision-Making Process . Problem Recognition. Examining Consumer Motivations . Information Search . Perception . Alternative Evaluation . Attitudes. Integration Processes and Decision Rules. . Purchase Decision . Post purchase Evaluation . Variations in Consumer Decision :Wok-bit! . The Consumer Learning Process . Behavioral Learning Theory .Cognitive Learning Theory . Environmental Influences on Consumer Behavior . Culture . Subcultures . Reference Groups . Determinants . Approaches to Consumer Behavior . Analyzing the Communication Process The Communication Process The Nature of Communication A Basic Model of Communication Source Encoding Message Channel Receiver/Decoding Noise Response/Feedback Analyzing the Receiver Identifying the Target Audience The Response Process Traditional Response Hierarchy Models Alternative Response Hierarchies Implications of the Alternative Response Models The FCB Planning Model Cognitive Processing of Communications The Cognitive Response Approach The Elaboration Likelihood Model Summarizing the Response Process and the Effects of Advertising Source, Message, and Channel Factors Promotional Planning through the Persuasion Matrix Source Factors Source Credibility Source Attractiveness Choosing a Celebrity Endorser Source Power Message Factors Message Structure Message Appeals. Cannel Factors Personal versus Nonperson Channels Effects of Alternative Mass Media Effects of Context and Environment Clutter Objectives and Budgeting for Integrated Marketing Communications Programs Establishing Objectives and Budgeting for the Promotional Program The Value of Objectives Communications Planning and Decision Making Measurement and Evaluation of Results Determining Integrated Marketing Communications Objectives Marketing versus Communications Objectives Sales versus Communications Objectives Sales-Oriented Objectives Communications Objectives DAGMAR: An Approach to Setting Objectives Characteristics of Objectives Assessment of DAGMAR Problems in Setting Objectives Improving Promotional Planners' Use of Objectives Setting Objectives for the IMC Program Establishing and Allocating the Promotional Budget Establishing the Budget Budgeting Approaches Allocating the Budget . Developing the Integrated Marketing Communications Program Creative Strategy: Planning and Development The Importance of Creativity in Advertising. Advertising Creativity What Is Creativity? Different Perspectives on Advertising Creativity Planning Creative Strategy 206 The Creative Challenge Taking Creative Risks The Perpetual Debate: Creative versus Hard-Sell Advertising Creative Personnel The Creative Process Account Planning Inputs to the Creative Process: Preparation, Incubation, Illumination Inputs to the Creative Process: Verification, Revision Creative Strategy Development Advertising Campaigns Cop)' Platform The Search for the Major Selling Idea Contemporm7 Approaches to the Big Idea Creative Strategy: Implementation and Evaluation Appeals and Execution Styles Advertising Appeals Advertising Execution Creative Tactics Creative Tactics for Print Advertising Creative Tactics for Television Client Evaluation and Approval of Creative Work Guidelines for Evaluating Creative Output. Media Planning and Strategy. An Overview of Media Planning Some Basic Terms and Concepts The Media Plan Problems in Media Planning Developing the Media Plan Market Analysis and Target Market Identification To Whom Shall We Advertise? What internal and External Factors Are Operating? Where to Promote? Establishing Media Objectives Developing and Implementing Media Strategies The Media Mix Target Market Coverage Geographic Coverage Scheduling Reach versus Frequency Creative Aspects and Mood Budget Considerations Evaluation and Follow-Up Characteristics of Media APPENDIX A: Sources of Media Information Evaluation of Broadcast Media Television Advantages of Television Limitations of Television Buying Television Time Network versus Spot Methods of Buying Time Selecting Time Periods and Programs Cable Television Measuring the TV Audience Radio Advantages of Radio Limitations of Radio Buying Radio Time Time Classifications Audience Information Evaluation of Print Media The Role of Magazines and Newspapers Magazines . Classifications of Magazines . Advantages of Magazines .Disadvantages of Magazines . Magazine Circulation and Readership . Audience Information and Research . for Magazines .Purchasing Magazine Advertising Spay:.. The Future for Magazines . Newspapers . Types of Newspapers. TYPes of Newspaper Advertising . Advantages of Newspapers . Limitations of Newspapers. The Newspaper Audience Purchasing Newspaper Space .Newspaper Rates The Future for Newspapers Online Delivery . Support Media The Scope of the Support Media Industry Traditional Support Media Outdoor Advertising Alternative Out-of-Home Media In-Store Media Miscellaneous Outdoor Media Transit Advertising Measurement in Out-of-Home Media. Promotional Products Marketing Advantages and Disadvantages of Promotional Products Marketing Measurement in Promotional Products Marketing Yellow Pages Advertising Other Traditional Support Media Advertising in Movie Theaters In-Flight Advertising Nontraditional Support Media Branded Entertainment Guerrilla marketing Miscellaneous Other Media Direct Marketing Direct Marketing Defining Direct Marketing The Growth of Direct Marketing The Role of Direct Marketing in the IMC Program Direct-Marketing Objectives Developing a Database Direct-Marketing Strategies and Media Direct Selling Evaluating the Effectiveness of Direct Marketing Advantages and Disadvantages of Direct Marketing The Internet and Interactive Media A Brief History of the Internet Why the Rapid Adoption of the Internet? Web Objectives Developing and Maintaining a Web Site Communications Objectives E-Commerce .The Internet and Integrated Marketing Communications Advertising on the Internet Sales Promotion on the Internet .Personal selling on the Internet Public Relations on the Internet. Direct Marketing on the Internet Measuring Effectiveness of the Internet Audience Measures and Measures of Effectiveness Sources of Measurement Data Advantages and Disadvantages of the Internet Additional Interactive Media Wireless . Sales Promotion The Scope and Role of Sales Promotion. The Growth of Sales Promotion. Reasons for the Increase in Sales. Promotion .Concerns about the Increased Role of Sales Promotion. Consumer Franchise-Building versus . No franchise-Building Promotions . Consumer-Oriented Sales Promotion.Objectives of Consumer-Oriented.Sales Promotion Consumer-Oriented Sales Promotion Techniques . Sampling Couponing . Premiums Contests and Sweepstakes Refunds and Rebates Bonus Packs Price-Off Deals Loyalty Programs Event Marketing Summary of Consumer-Oriented Promotions and Marketer Objectives Trade-Oriented Sales Promotion Objectives of Trade-Oriented Sales Promotion . Types of Trade-Oriented Promotions Coordinating Sales Promotion with Advertising and Other IMC Tools Budget Allocation Coordination of Ad and Promotion Themes Media Support and Timing Sales Promotion Abuse. Public Relations, Publicity, and Corporate Advertising. Public Relations . The Traditional Definition of PR. The New Role of PR . Integrating PR into the Promotional Mix . Marketing Public Relations Functions . The Process of Public Relations .Determining and Evaluating Public Attitudes . Establishing a PR Plan. Developing and Executing the PR Program . Advantages and Disadvantages of PR .Measuring the Effectiveness of PR . Publicity . The Power of Public
| Item type | Home library | Shelving location | Call number | Status | Date due | Barcode |
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Reference Books
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MIIMLIBRARY | RACK -REF 2 | 659.1 (Browse shelf) | Not for loan | 1916 |
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