Advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch.
Material type:
TextLanguage: English Publisher: New York : McGraw-Hill Education, 2018Edition: Undécima ediciónDescription: xli, 764, 60 páginas sin numerar : ilustraciones, gráficas, fotografías ; 27 cmContent type: texto Media type: sin mediación Carrier type: volumenISBN: 9781259548147Subject(s): Publicidad | Planificación de los medios de publicidad | Publicidad en Internet | Aptitud creadora en publicidad | Administración de mercadeo | Redes sociales y mercadeoDDC classification: 659.122 | Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Libros
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Biblioteca CESA
Diagonal 34 A No. 5 A - 23 Casa Incolda PBX: 339 53 00 serviciosbiblioteca@cesa.edu.co |
General | 659.122 / B427a4 2018 (Browse shelf(Opens below)) | Ej.1 | Available | 7101027917 |
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Part one. Introduction to integrated marketing communications ; 1. An introduction to integrated marketing communications ; 2. The role of IMC in the marketing process ; Part two. Integrated marketing communications program situation analysis ; 3. Organizing for adversiting and promotion: the role of ad agencies and other marketing communications organizations ; 4. Perspectives on consumer bahavior ; Part three. Analyzing the communication process ; 5. The communication process ; 6. Source, message, and channel factors ; Part four. Objectives and budgeting for integrated marketing communications programs ; 7. Establishing objectives and budgeting for the promotional program ; Part five. Developing the integrated marketing communications program ; 8. Creative strategy: planning and development ; 9. Creative strategy: implementation and evaluation ; 10. Media planning and strategy ; 11. Evaluation of media: television and radio ; 12. Evaluation of media:magazines and newspaper ; 13. Support media ; 14. Direct marketing ; 15. The internet: digital and social media ; 16. Sales promotion ; 17. Public relations, publicity, and corporate adversiting ; Part six. Monitoring, evaluation, and control ; 18. Measuring the effectiveness of the promotional program ; Part seven. Special topics and perspectives ; 19. International adversiting and promotion ; 20. Regulation of adversiting and promotion ; 21. Evaluating the social, ethical, and economic aspects of adversiting and promotion ; 22. Personal selling (online)
Esta nueva edición presenta : - Capítulos sobre publicidad, promoción de ventas, marketing directo, Internet, incluyendo redes sociales y marketing móvil, medios de apoyo como publicidad exterior, colocación e integración de productos y publicidad / relaciones públicas. - Destaca la integración de la publicidad con otros elementos de mezcla promocional y la necesidad de comprender su papel y su contribución general. - Conecta: una solución de gestión de tareas y aprendizaje altamente confiable y fácil de usar que incorpora la ciencia del aprendizaje y herramientas de adaptación galardonadas para mejorar los resultados de los estudiantes.
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