(eBook PDF) Advertising and Promotion An Integrated Marketing Communications Perspective 6th Canadian Edition by Belch – Digital Ebook – Instant Delivery Download

Product Details:

• ISBN-10 ‏ : ‎ 1259272303
• ISBN-13 ‏ : ‎ 978-1259272301
• Author:  Michael Guolla, George Belch,  Michael Belch

Guolla/Belch 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. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.

Table of Content:

Part 1 Understanding Integrated Marketing Communications
CHAPTER 1 Integrated Marketing Communications
CHAPTER 2 Working with Agencies for IMC
CHAPTER 3 Consumer Behaviour and Target Audience Decisions
CHAPTER 4 Communication Response Models

Part 2 Articulating the Message
CHAPTER 5 Setting Objectives for IMC
CHAPTER 6 Brand Positioning Strategy Decisions
CHAPTER 7 Creative Strategy Decisions
CHAPTER 8 Creative Tactics Decisions
CHAPTER 9 Measuring Effectiveness for IMC

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 Evaluating Issues for IMC

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