ISE Advertising and Promotion An Integrated Marketing Communications Perspective 12th Edition by George Belch 9781260796452 1260796450

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ISBN 10: 1260796450
ISBN 13: 9781260796452 
Author: George Belch

Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, this comprehensive, latest edition reflects these changes and their implications for the marketer.

ISE Advertising and Promotion An Integrated Marketing Communications Perspective 12th Table of contents:

Part One: Introduction to Integrated Marketing Communications
1: An Introduction to Integrated Marketing Communications
The Growth of Advertising and Promotion
The Role of Marketing
The Marketing Mix
Integrated Marketing Communications
The Evolution of IMC
A Contemporary Perspective of IMC
Reasons for the Growing Importance of IMC
The Role of IMC in Branding
The Promotional Mix: The Tools for IMC
Advertising
Direct Marketing
Digital/Internet Marketing
Sales Promotion
Publicity/Public Relations
Personal Selling
IMC Involves Audience Contacts
Paid, Owned, and Earned Media
The IMC Planning Process
Review of the Marketing Plan
Promotional Program Situation Analysis
Analysis of the Communication Process
Budget Determination
Developing the Integrated Marketing Communications Program
Monitoring, Evaluation, and Control
Perspective and Organization of This Text

2: The Role of IMC in the Marketing Process
Marketing Strategy and Analysis
Opportunity Analysis
Competitive Analysis
Target Market Selection
The Target Marketing Process
Identifying Markets
Market Segmentation
Selecting a Target Market
Market Positioning
Developing a Positioning Strategy
Positioning by Product Attributes and Benefits
Positioning by Price/Quality
Positioning by Use or Application
Positioning by Product Class
Positioning by Product User
Positioning by Competitor
Positioning by Cultural Symbols
Repositioning
Developing the Marketing Planning Program
Product Decisions
Price Decisions
Distribution Channel Decisions
Developing Promotional Strategies: Push or Pull?
The Role of Advertising and Promotion

Part Two: Integrated Marketing Communications Program Situation Analysis
3: Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations
Participants in the Integrated Marketing Communications Process: An Overview
Organizing for Advertising and Promotion in the Firm: The Client’s Role
The Centralized System
The Decentralized System
In-House Agencies
Advertising Agencies
Agency Consolidation
The Ad Agency’s Role
Types of Ad Agencies
Other Types of Agencies and Services
Agency Compensation
Commissions from Media
Fee, Cost, and Incentive-Based Systems
Percentage Charges
The Future of Agency Compensation
Evaluating Agencies
Gaining and Losing Clients
Specialized Services
Direct-Marketing Agencies
Sales Promotion Agencies
Public Relations Firms
Digital Agencies
Collateral Services
Integrated Marketing Communications Services
Pros and Cons of Integrated Services
Responsibility for IMC: Agency versus Client
Preparing for the Future

4: Perspectives on Consumer Behavior
An Overview of Consumer Behavior
The Consumer Decision-Making Process
Problem Recognition
Examining Consumer Motivations
Information Search
Perception
Alternative Evaluation
Attitudes
Integration Processes and Decision Rules
Purchase Decision
Postpurchase Evaluation
Variations in Consumer Decision-Making
The Consumer Learning Process
Behavioral Learning Theory
Environmental Influences on Consumer Behavior
Culture
Subcultures
Social Class
Reference Groups
Situational Determinants
Alternative Approaches to Consumer Behavior
New Methodologies
New Insights

Part Three: Analyzing the Communication Process
5: The Communication Process
The Nature of Communication
Basic Model of Communication
Source Encoding
Message
Channel
Receiver/Decoding
Noise
Response/Feedback
Analyzing the Receiver
Identifying the Target Audience
The Response Process
Traditional Response Hierarchy Models
Alternative Response Hierarchies
Implications of the Response Process Models
The Social Consumer Decision Journey
Cognitive Processing of Communications
The Cognitive Response Approach
The Elaboration Likelihood Model
Summarizing the Response Process and the Effects of Advertising

6: Source, Message, and Channel Factors
Promotional Planning through the Persuasion Matrix
Source Factors
Source Credibility
Source Attractiveness
Choosing a Celebrity Endorser
Applying Likability Decorative Models
Source Power
Message Factors
Message Structure
Message Appeals
Channel Factors
Personal versus Nonpersonal Channels
Effects of Alternative Mass Media
Effects of Context and Environment
Clutter

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs
7: Establishing Objectives and Budgeting for the Promotional Program
The Value of Objectives
Communications
Planning and Decision Making
Measurement and Evaluation of Results
Determining Integrated Marketing Communications Objectives
Marketing versus Communications Objectives
Sales versus Communications Objectives
Sales-Oriented Objectives
Communications Objectives
DAGMAR: An Approach to Setting Objectives
Characteristics of Objectives
Assessment of DAGMAR
Problems in Setting Objectives
Improving Promotional Planners’ Use of Objectives
Setting Objectives for the IMC Program
Establishing and Allocating the Promotional Budget
Establishing the Budget
Budgeting Approaches
Allocating the Budget

Part Five: Developing the Integrated Marketing Communications Program
8: Creative Strategy: Planning and Development
The Importance of Creativity in Advertising
Advertising Creativity
What Is Creativity?
Different Perspectives on Advertising Creativity
Determinants of Creativity
Planning Creative Strategy
The Creative Challenge
Taking Creative Risks
The Perpetual Debate: Creative versus Hard-Sell Advertising
Creative Personnel
The Creative Process
Account Planning
Inputs to the Creative Process: Preparation, Incubation, Illumination
Inputs to the Creative Process: Verification, Revision
Creative Strategy Development
Advertising Campaigns
Creative Brief
The Search for the Major Selling Idea
Developing the Major Selling Idea
Contemporary Approaches to the Big Idea

9: Creative Strategy: Implementation and Evaluation
Appeals and Execution Styles
Advertising Appeals
Advertising Execution
Creative Tactics
Creative Tactics for Print Advertising
Creative Tactics for Television
Creative Tactics for Online Advertising
Client Evaluation and Approval of Creative Work
Guidelines for Evaluating Creative Output

10: Med (Note: It seems like the chapter title is truncated here.)

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