(eBook PDF) Advertising & Promotion 7th Canadian Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1260065987
- ISBN-13 : 978-1260065985
- Author:
Guolla Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. This text introduces students to advertising and promotion with an integrated marketing communications (IMC) perspective. IMC calls for a “big picture” approach to planning promotion programs and coordinating the communication tools described above to positively enhance a brand. To make effective promotional decisions, a promotional planner must decide how the IMC tools will work individually and collectively so that the organization can achieve its goals efficiently.
Table contents:
Part 1: Understanding Integrated Marketing Communications
Chapter 1: Integrated Marketing Communications
Chapter 2: Organizing for IMC: Role of Agencies
Chapter 3: Consumer Behaviour and Target Audience Decisions
Chapter 4: Communication Response Models
Part 2: Articulating the Message
Chapter 5: Objectives for the IMC Plan
Chapter 6: Brand Positioning Strategy Decisions
Chapter 7: Creative Strategy Decisions
Chapter 8: Creative Tactics Decisions
Chapter 9: Measuring the Effectiveness of the Promotional Message
Part 3: Delivering the Message
Chapter 10: Media Planning and Budgeting for IMC
Chapter 11: Broadcast Media
Chapter 12: Print Media
Chapter 13: Out-of-Home Media
Part 4: Strengthening the Message
Chapter 14: Sales Promotion
Chapter 15: Public Relations
Chapter 16: Direct Marketing
Chapter 17: Internet Media
Chapter 18: Social Media
Part 5: Advertising and Society
Chapter 19: Regulatory, Ethical, Social, and Economic Issues for IMC
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