| Description |
1 online resource : illustrations (chiefly color) |
| Contents |
Cover -- Title -- Copyright -- Dedication -- About the Authors -- Preface -- Brief Contents -- Detailed Contents -- Part One Introduction to Integrated Marketing Communications -- 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS -- The Growth of Advertising and Promotion -- The Role of Marketing -- 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 IMC in Branding -- The Promotional Mix: The Tools for IMC -- Advertising -- Direct Marketing |
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Digital/Internet Marketing -- Sales Promotion -- Publicity/Public Relations -- Personal Selling -- IMC Involves Audience Contacts -- Paid, Owned, and Earned Media -- The IMC Planning Process -- Review of the Marketing Plan -- Promotional Program Situation Analysis -- Analysis of the Communication Process -- Budget Determination -- Developing the Integrated Marketing Communications Program -- Monitoring, Evaluation, and Control -- Perspective and Organization of This Text -- 2 THE ROLE OF IMC IN THE MARKETING PROCESS -- Marketing Strategy and Analysis -- Opportunity Analysis |
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Competitive Analysis -- Target Market Selection -- The Target Marketing Process -- Identifying Markets -- Market Segmentation -- Selecting a Target Market -- Market Positioning -- Developing a Positioning Strategy -- Positioning by Product Attributes and Benefits -- Positioning by Price/Quality -- Positioning by Use or Application -- Positioning by Product Class -- Positioning by Product User -- Positioning by Competitor -- Positioning by Cultural Symbols -- Repositioning -- Developing the Marketing Planning Program -- Product Decisions -- Price Decisions -- Distribution Channel Decisions |
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Developing Promotional Strategies: Push or Pull? -- The Role of Advertising and Promotion -- Part Two Integrated Marketing Communications Program Situation Analysis -- 3 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 -- Agency Consolidation -- The Ad Agency's Role |
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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 -- Digital Agencies -- Collateral Services -- Integrated Marketing Communications Services -- Pros and Cons of Integrated Services -- Responsibility for IMC: Agency versus Client -- Preparing for the Future |
| Summary |
"THE CHANGING WORLD OF ADVERTISING AND PROMOTION Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them"-- Provided by publisher |
| Notes |
Revised edition of the authors' Advertising and promotion, [2018] |
| Bibliography |
Includes bibliographical references and index |
| Audience |
Ages 18+ McGraw-Hill Education |
| Notes |
Description based on online resource; title from digital title page (viewed on August 11, 2021) |
| Subject |
Advertising
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Sales promotion
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Communication in marketing
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Advertising.
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Communication in marketing.
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Sales promotion.
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| Reading List |
MMS702 recommended text 2025
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| Form |
Electronic book
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| Author |
Belch, Michael A., author
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| LC no. |
2019044780 |
| ISBN |
9781260796452 |
|
1260796450 |
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9781260590210 |
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1260590216 |
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