Advertising and promotion : an integrated marketing communications perspective
George E. Belch (Author), Michael A. Belch (Author)
The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century
xxxiv, 828 pages : illustrations (chiefly color) ; 29 cm
9780073404868, 9780071314404, 0073404861, 0071314407
664665731
Note continued: 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
17. 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 Publicity
The Control and Dissemination of Publicity
Advantages and Disadvantages of Publicity
Measuring the Effectiveness of Publicity
Corporate Advertising
Objectives of Corporate Advertising
Types of Corporate Advertising
Advantages and Disadvantages of Corporate Advertising
Measuring the Effectiveness of Corporate Advertising
pt. Six Monitoring, Evaluation, and Control
18. Measuring the Effectiveness of the Promotional Program
Arguments For and Against Measuring Effectiveness
Reasons to Measure Effectiveness
Reasons Not to Measure Effectiveness
Conducting Research to Measure Advertising Effectiveness
What to Test
When to Test
Where to Test
How to Test
The Testing Process
Concept Generation and Testing
Rough Art, Copy, and Commercial Testing
Pretesting of Finished Ads
Market Testing of Ads
Establishing a Program for Measuring Advertising Effects
Problems with Current Research Methods
Essentials of Effective Testing
Measuring the Effectiveness of Other Program Elements
Measuring the Effectiveness of Sales Promotions
Measuring the Effectiveness of Nontraditional Media
Measuring the Effectiveness of Sponsorships
Measuring the Effectiveness of Other IMC Program Elements
pt. Seven Special Topics and Perspectives
19. International Advertising and Promotion
The Importance of International Markets
The Role of International Advertising and Promotion
The International Environment
The Economic Environment
The Demographic Environment
The Cultural Environment
The Political/Legal Environment
Global versus Localized Advertising
Advantages of Global Marketing and Advertising
Problems with Global Advertising
When Is Globalization Appropriate?
Global Products, Local Messages
Decision Areas in International Advertising
Organizing for International Advertising
Agency Selection
Advertising Research
Creative Decisions
Media Selection
The Roles of Other Promotional Mix Elements in International Marketing
Sales Promotion
Public Relations
Digital Media
20. Regulation of Advertising and Promotion
Self-Regulation
Self-Regulation by Advertisers and Agencies
Self-Regulation by Trade Associations
Self-Regulation by Businesses
The National Advertising Review Council and the NAD/NARB
Self-Regulation by Media
Appraising Self-Regulation
Federal Regulation of Advertising
Advertising and the First Amendment
Background on Federal Regulation of Advertising
The Federal Trade Commission
The Concept of Unfairness
Deceptive Advertising
The FTC's Handling of Deceptive Advertising Cases
Developments in Federal Regulation by the FTC
Additional Federal Regulatory Agencies
The Lanham Act
State Regulation
Regulation of Other Promotional Areas
Sales Promotion
Marketing on the Internet
21. Evaluating the Social, Ethical, And Economic Aspects of Advertising and Promotion
Advertising and Promotion Ethics
Social and Ethical Criticisms of Advertising
Advertising as Untruthful or Deceptive
Advertising as Offensive or in Bad Taste
Advertising and Children
Social and Cultural Consequences
Summarizing Social Effects
Economic Effects of Advertising
Effects on Consumer Choice
Effects on Competition
Effects on Product Costs and Prices
Summarizing Economic Effects
22. Personal Selling (Online)