Advertising and promotion : an integrated marketing communications perspective /

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Bibliographic Details
Main Author: Belch, George E.
Other Authors: Belch, Michael A., Keyoor Purani
Format: Printed Book
Published: New York : McGraw-Hill/Irwin, c2012.
Edition:9th ed.;
Subjects:
Advertising.
Sales promotion.
Communication in marketing.
Table of Contents:
  • 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).

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