Holdings: Advertising and promotion

Advertising and promotion: an integrated marketing communications perspective

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Bibliographic Details
Main Author:	Belch, George E. 1951- (Author)
Format:	Book
Language:	English
Published:	New York McGraw-Hill/Irwin 2012
Edition:	9. ed., global ed
Subjects:	Marketing Unternehmen Marktkommunikation Kommunikationsstrategie Integriertes Management Werbung Sales-promotion Lehrbuch
Online Access:	Inhaltsverzeichnis Klappentext
Item Description:	Includes bibliographical references and index
Physical Description:	XXXV, 769 S. zahlr. Ill. und graph. Darst. 29 cm
ISBN:	9781259026850 0071314407 9780071314404

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adam_text	DETAILED CONTENTS Part One Introduction to Integrated Marketing Communications AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 3 The Growth of Advertising and Promotion 6 The Role of Marketing 7 The Marketing Mix 8 Integrated Marketing Communications 9 The Evolution of IMC 9 A Contemporary Perspective of IMC 10 Reasons for the Growing Importance of IMC 11 The Role of IMC in Branding 15 The Promotional Mix: The Tools for IMC 18 Advertising 18 Direct Marketing 20 Interactive/Internet Marketing 22 Sales Promotion 24 Publicity/Public Relations 25 Personal Selling 26 IMC Involves Audience Contacts 27 The IMC Planning Process 29 Review of the Marketing Plan 29 Promotional Program Situation Analysis 32 Analysis of the Communications Process 34 Budget Determination 35 Developing the Integrated Marketing Communications Program 35 Monitoring, Evaluation, and Control 36 Perspective and Organization of This Text 36 THE ROLE OF IMC IN THE MARKETING PROCESS 41 Marketing Strategy and Analysis 44 Opportunity Analysis 44 Competitive Analysis 45 Target Market Selection 46 The Target Marketing Process 47 Identifying Markets 47 Market Segmentation 48 Selecting a Target Market 54 Market Positioning 55 Developing a Positioning Strategy 56 Developing the Marketing Planning Program 59 Product Decisions 60 Price Decisions 61 Distribution Channel Decisions 61 Developing Promotional Strategies: Push or Pull? The Role of Advertising and Promotion 63 62 Part Two Integrated Marketing Communications Program Situation Analysis 3 ORGANIZING FOR ADVERTISING AND PROMOTION: THE ROLE OF AD AGENCIES AND OTHER MARKETING COMMUNICATION ORGANIZATIONS 67 Participants in the Integrated Marketing Communications Process: An Overview 70 Organizing for Advertising and Promotion in the Firm: The Client s Role 71 The Centralized System 72 The Decentralized System 73 In-House Agencies 78 Advertising Agencies 80 The Ad Agency s Role 81 Types of Ad Agencies 82 Other Types of Agencies and Services 87 Agency Compensation 89 Commissions from Media 89 Fee, Cost, and Incentive-Based Systems 90 Percentage Charges 92 The Future of Agency Compensation 92 Evaluating Agencies 94 Gaining and Losing Clients 96 Specialized Services 101 Direct-Marketing Agencies 101 Sales Promotion Agencies 102 Public Relations Firms 102 Interactive Agencies 103 Collateral Services 104 Integrated Marketing Communications Services 105 Pros and Cons of Integrated Services 105 Responsibility for IMC: Agency versus Client 106 4 PERSPECTIVES ON CONSUMER BEHAVIOR 111 An Overview of Consumer Behavior 113 The Consumer Decision-Making Process 114 Problem Recognition 115 Examining Consumer Motivations 116 Information Search 120 Perception 121 Alternative Evaluation 124 Attitudes 126 Integration Processes and Decision Rules 128 Part Three Purchase Decision 129 Postpurchase Evaluation 129 Variations in Consumer Decision Making 131 The Consumer Learning Process 132 Behavioral Learning Theory 132 Cognitive Learning Theory 135 Environmental Influences on Consumer Behavior 136 Culture 136 Subcultures 137 Reference Groups 138 Situational Determinants 139 Alternative Approaches to Consumer Behavior 140 New Methodologies 140 New Insights 141 Analyzing the Communication Process 5 THE COMMUNICATION PROCESS 145 The Nature of Communication 147 A Basic Model of Communication 148 Source Encoding 149 Message 150 Channel 151 Receiver/Decoding 153 Noise 154 Response/Feedback 155 Analyzing the Receiver 155 Identifying the Target Audience 156 The Response Process 157 Traditional Response Hierarchy Models 157 Alternative Response Hierarchies 161 Implications of the Alternative Response Models 164 The FCB Planning Model 165 Cognitive Processing of Communications 167 The Cognitive Response Approach 167 The Elaboration Likelihood Model 169 Summarizing the Response Process and the Effects of Advertising 172 6 SOURCE, MESSAGE, AND CHANNEL FACTORS 177 Promotional Planning through the Persuasion Matrix Source Factors 180 Source Credibility 180 Source Attractiveness 185 Choosing a Celebrity Endorser 192 Source Power 195 Message Factors 195 Message Structure 196 Message Appeals 199 Channel Factors 206 Personal versus Nonpersonal Channels 206 Effects of Alternative Mass Media 208 178 Effects of Context and Environment Clutter 209 208 Part Four Part Five Objectives and Budgeting for Integrated Marketing Communications Programs 7 ESTABLISHING OBJECTIVES AND BUDGETING FOR THE PROMOTIONAL PROGRAM 213 The Value of Objectives 215 Communications 215 Planning and Decision Making 216 Measurement and Evaluation of Results 216 Determining Integrated Marketing Communications Objectives 216 Marketing versus Communications Objectives 216 Sales versus Communications Objectives 217 Sales-Oriented Objectives 217 Communications Objectives 221 DAGMAR: An Approach to Setting Objectives 224 Characteristics of Objectives 225 Assessment of DAGMAR 226 Problems in Setting Objectives 227 Improving Promotional Planners Use of Objectives 227 Setting Objectives for the IMC Program 228 Establishing and Allocating the Promotional Budget 229 Establishing the Budget 231 Budgeting Approaches 236 Allocating the Budget 248 Peveloping the Integrated Marketing Communications Program CREATIVE STRATEGY: PLANNING AND DEVELOPMENT 255 The Importance of Creativity in Advertising 257 Advertising Creativity 258 What Is Creativity? 258 Different Perspectives on Advertising Creativity 258 Determinants of Creativity 259 Planning Creative Strategy 262 The Creative Challenge 262 Taking Creative Risks 264 The Perpetual Debate: Creative versus Hard-Sell Advertising 265 Creative Personnel 265 The Creative Process 267 Account Planning 267 Inputs to the Creative Process: Preparation, Incubation, Illumination 268 Inputs to the Creative Process: Verification, Revision 272 Creative Strategy Development 272 Advertising Campaigns 272 Creative Brief 276 The Search for the Major Selling Idea 278 Developing the Major Selling Idea 279 Contemporary Approaches to the Big Idea 284 CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION 289 Appeals and Execution Styles 290 Advertising Appeals 290 Advertising Execution 299 Creative Tactics 307 Creative Tactics for Print Advertising 308 Creative Tactics for Television 311 Client Evaluation and Approval of Creative Work 316 Guidelines for Evaluating Creative Output 318 10 MEDIA PLANNING AND STRATEGY 325 An Overview of Media Planning 326 Some Basic Terms and Concepts 327 The Media Plan 329 Problems in Media Planning 329 Developing the Media Plan 331 Market Analysis and Target Market Identification 332 To Whom Shall We Advertise? 332 What Internal and External Factors Are Operating? 334 Where to Promote? 336 Establishing Media Objectives 339 Developing and Implementing Media Strategies 339 The Media Mix 339 Target Market Coverage 340 Geographic Coverage 341 Scheduling 342 Reach versus Frequency 342 Creative Aspects and Mood 350 Flexibility 350 Budget Considerations 351 Evaluation and Follow-Up 355 Characteristics of Media 355 Appendix A: ASICS Media Flowchart 358 11 EVALUATION OF MEDIA: TELEVISION AND RADIO 361 Television 362 Advantages of Television 362 Limitations of Television 365 Buying Television Time 370 Network versus Spot 371 Methods of Buying Time 375 Selecting Time Periods and Programs 376 Cable Television 377 Measuring the TV Audience 382 Radio 388 Advantages of Radio 389 Limitations of Radio 392 Buying Radio Time 394 Time Classifications 395 Audience Information 396 12 EVALUATION OF PRINT MEDIA 401 The Role of Magazines and Newspapers 403 Magazines 403 Classifications of Magazines 404 Advantages of Magazines 405 Disadvantages of Magazines 413 Magazine Circulation and Readership 415 Audience Information and Research for Magazines 417 Purchasing Magazine Advertising Space 418 The Future for Magazines 419 Newspapers 424 Types of Newspapers 425 Types of Newspaper Advertising 427 Advantages of Newspapers 427 Limitations of Newspapers 429 The Newspaper Audience 431 Purchasing Newspaper Space 432 Newspaper Rates 433 The Future for Newspapers 434 Online Delivery 436 13 SUPPORT MEDIA 441 The Scope of the Support Media industry 443 Traditional Support Media 443 Outdoor Advertising 444 Alternative Out-of-Home Media 446 In-Store Media 447 Miscellaneous Outdoor Media 448 Transit Advertising 448 Measurement in Out-of-Home Media 451 Promotional Products Marketing 452 Advantages and Disadvantages of Promotional Products Marketing 452 Measurement in Promotional Products Marketing 454 Yellow Pages Advertising 454 Other Traditional Support Media 456 Advertising in Movie Theaters 456 Nontraditional Support Media 457 Branded Entertainment 457 Guerrilla Marketing 462 Miscellaneous Other Media 462 14 DIRECT MARKETING 469 Direct Marketing 470 Defining Direct Marketing 470 The Growth of Direct Marketing 472 The Role of Direct Marketing in the IMC Program 472 Direct-Marketing Objectives 474 Developing a Database 474 Direct-Marketing Strategies and Media 477 Direct Selling 483 Evaluating the Effectiveness of Direct Marketing 484 Advantages and Disadvantages of Direct Marketing 484 15 THE INTERNET AND INTERACTIVE MEDIA 489 The Growth of the Internet 490 Why the Rapid Adoption of the Internet? 490 Web Objectives 492 Developing and Maintaining a Website 492 Communications Objectives 493 E-Commerce 495 The Internet and Integrated Marketing Communications 495 Advertising on the Internet 496 Sales Promotion on the Internet 503 Personal Selling on the Internet 503 Public Relations on the Internet 505 Direct Marketing on the Internet 506 Measuring Effectiveness of the Internet 506 Audience Measures and Measures of Effectiveness 507 Advantages and Disadvantages of the Internet 508 Additional Interactive Media 509 Mobile 511 16 SALES PROMOTION 515 516 The Scope and Role of Sales Promotion The Growth of Sales Promotion 517 Reasons for the Increase in Sales Promotion 519 Concerns about the Increased Role of Sales Promotion 523 Consumer Franchise-Building versus Nonfranchise-Building Promotions 524 Consumer-Oriented Sales Promotion 526 Objectives of Consumer-Oriented Sales Promotion 526 Consumer-Oriented Sales Promotion Techniques 529 Sampling 529 Couponing 532 Premiums 538 Contests and Sweepstakes 541 Refunds and Rebates 543 Bonus Packs 545 Price-Off Deals 546 Loyalty Programs 548 Event Marketing 549 Summary of Consumer-Oriented Promotions and Marketer Objectives 549 Trade-Oriented Sales Promotion 550 Objectives of Trade-Oriented Sales Promotion 550 Types of Trade-Oriented Promotions 552 Coordinating Sales Promotion with Advertising and Other IMC Tools 558 Budget Allocation 558 Coordination of Ad and Promotion Themes 559 Media Support and Timing 559 Sales Promotion Abuse 560 17 PUBLIC RELATIONS, PUBLICITY, AND CORPORATE ADVERTISING 565 Public Relations 566 The Traditional Definition of PR 567 The New Role of PR 567 Integrating PR into the Promotional Mix 568 Marketing Public Relations Functions 568 The Process of Public Relations 570 Determining and Evaluating Public Attitudes 570 Establishing a PR Plan 571 Developing and Executing the PR Program 571 Advantages and Disadvantages of PR 576 Measuring the Effectiveness of PR 578 Publicity 579 The Power of Publicity 581 The Control and Dissemination of Publicity 581 Advantages and Disadvantages of Publicity 582 Measuring the Effectiveness of Publicity 583 Corporate Advertising 583 Objectives of Corporate Advertising 585 Types of Corporate Advertising 585 Advantages and Disadvantages of Corporate Advertising 590 Measuring the Effectiveness of Corporate Advertising 591 Part Six Monitoring, Evaluation, and Control 18 MEASURING THE EFFECTIVENESS OF THE PROMOTIONAL PROGRAM 595 Arguments For and Against Measuring Effectiveness Reasons to Measure Effectiveness 597 Reasons Not to Measure Effectiveness 598 Conducting Research to Measure Advertising Effectiveness 601 What to Test 601 When to Test 603 Where to Test 604 How to Test 604 The Testing Process 605 Concept Generation and Testing 605 Rough Art, Copy, and Commercial Testing 606 Pretesting of Finished Ads 608 Market Testing of Ads 613 597 Establishing a Program for Measuring Advertising Effects 622 Problems with Current Research Methods 622 Essentials of Effective Testing 623 Measuring the Effectiveness of Other Program Elements 624 Measuring the Effectiveness of Sales Promotions 624 Measuring the Effectiveness of Nontraditional Media 625 Measuring the Effectiveness of Sponsorships 626 Measuring the Effectiveness of Other IMC Program Elements 627 Part Seven Special Topics and Perspectives 19 INTERNATIONAL ADVERTISING AND PROMOTION 631 The Importance of International Markets 632 The Role of International Advertising and Promotion 635 The International Environment 636 The Economic Environment 636 The Demographic Environment 638 The Cultural Environment 639 The Political/Legal Environment 644 Global versus Localized Advertising 645 Advantages of Global Marketing and Advertising 646 Problems with Global Advertising 647 When Is Globalization Appropriate? 650 Global Products, Local Messages 654 Decision Areas in International Advertising 656 Organizing for International Advertising 656 Agency Selection 657 Advertising Research 659 Creative Decisions 661 Media Selection 662 The Roles of Other Promotional Mix Elements in International Marketing 666 Sales Promotion 666 Public Relations 668 Digital Media 669 20 EVALUATING THE SOCIAL, ETHICAL, AND ECONOMIC ASPECTS OF ADVERTISING AND PROMOTION 675 Advertising and Promotion Ethics 677 Social and Ethical Criticisms of Advertising 679 Advertising as Untruthful or Deceptive 679 Advertising as Offensive or in Bad Taste 680 Advertising and Children 684 Social and Cultural Consequences 687 Summarizing Social Effects 697 Economic Effects of Advertising 698 Effects on Consumer Choice 698 Effects on Competition 699 Effects on Product Costs and Prices 700 Summarizing Economic Effects 701 I 21 PERSONAL SELLING (ONLINE) К 22 REGULATION OF ADVERTISING AND PROMOTION (ONLINE) Glossary of Advertising and Promotion Terms 708 Endnotes 721 Credits and Acknowledgments 745 Name and Company Index 748 Subject Index 757 Introducing ... Advertising and Promotion, Global Edition, by Belch and Belch We are pleased to present this Global Edition, which has been developed specifically to meet the needs of international students of advertising. In addition to updated coverage of the emerging field of Integrated Marketing Communications (IMC), the use of contemporary examples, and an updated chapter on the Internet and Interactive Media, material has been added to make the content more relevant and to improve learning outcomes for the international student, Enhancements to the Global Edition Include: ■ New chapter openers that reflect recent topics In the news and popular global advertising strategies including Facebook s approach to advertising, UNIQLO s use of social media, Standard Chartered Bank s Here for Good brand awareness campaign, and Emirates Airline s branding strategy to recreate the travel experience for its customers. ■ Revised IMC, Diversity, and Ethical Perspectives boxed examples throughout the text featuring global companies responses to advertising challenges. Featured companies include Proctor & Gamble s re-invention of the Old Spice brand to meet the needs of a younger market and Nike s successful competitive bid for the 2010 World Cup. ■ Introduction of new IMC Technology Perspective boxed examples which highlight the impact that advances in technology—Including the emergence of smartphones, electronic readers, and digital and social media tools such as Twitter—have on the strategy and implementation of IMC programs. This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.
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author	Belch, George E. 1951-
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discipline	Wirtschaftswissenschaften
edition	9. ed., global ed
format	Book
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genre	(DE-588)4123623-3 Lehrbuch gnd-content
genre_facet	Lehrbuch
id	DE-604.BV040372784
illustrated	Illustrated
indexdate	2024-07-10T00:22:45Z
institution	BVB
isbn	9781259026850 0071314407 9780071314404
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-025226360
oclc_num	772646030
open_access_boolean
owner	DE-11 DE-739 DE-1049 DE-861
owner_facet	DE-11 DE-739 DE-1049 DE-861
physical	XXXV, 769 S. zahlr. Ill. und graph. Darst. 29 cm
publishDate	2012
publishDateSearch	2012
publishDateSort	2012
publisher	McGraw-Hill/Irwin
record_format	marc
spelling	Belch, George E. 1951- Verfasser (DE-588)136151906 aut Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch 9. ed., global ed New York McGraw-Hill/Irwin 2012 XXXV, 769 S. zahlr. Ill. und graph. Darst. 29 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Integriertes Management (DE-588)4346301-0 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Sales-promotion (DE-588)4076968-9 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s Integriertes Management (DE-588)4346301-0 s 1\p DE-604 Werbung (DE-588)4065541-6 s Sales-promotion (DE-588)4076968-9 s 2\p DE-604 Kommunikationsstrategie (DE-588)4201794-4 s 3\p DE-604 Marketing (DE-588)4037589-4 s 4\p DE-604 Belch, Michael A. Sonstige (DE-588)13615199X oth Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025226360&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025226360&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
spellingShingle	Belch, George E. 1951- Advertising and promotion an integrated marketing communications perspective Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Marktkommunikation (DE-588)4131075-5 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Integriertes Management (DE-588)4346301-0 gnd Werbung (DE-588)4065541-6 gnd Sales-promotion (DE-588)4076968-9 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4131075-5 (DE-588)4201794-4 (DE-588)4346301-0 (DE-588)4065541-6 (DE-588)4076968-9 (DE-588)4123623-3
title	Advertising and promotion an integrated marketing communications perspective
title_auth	Advertising and promotion an integrated marketing communications perspective
title_exact_search	Advertising and promotion an integrated marketing communications perspective
title_full	Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch
title_fullStr	Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch
title_full_unstemmed	Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch
title_short	Advertising and promotion
title_sort	advertising and promotion an integrated marketing communications perspective
title_sub	an integrated marketing communications perspective
topic	Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Marktkommunikation (DE-588)4131075-5 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Integriertes Management (DE-588)4346301-0 gnd Werbung (DE-588)4065541-6 gnd Sales-promotion (DE-588)4076968-9 gnd
topic_facet	Marketing Unternehmen Marktkommunikation Kommunikationsstrategie Integriertes Management Werbung Sales-promotion Lehrbuch
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025226360&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025226360&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT belchgeorgee advertisingandpromotionanintegratedmarketingcommunicationsperspective AT belchmichaela advertisingandpromotionanintegratedmarketingcommunicationsperspective

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