Advertising and promotion: an integrated marketing communications perspective
وضعیت نشر و پخش و غیره
محل نشرو پخش و غیره
New York
نام ناشر، پخش کننده و غيره
McGraw-Hill/Irwin
تاریخ نشرو بخش و غیره
c2012
مشخصات ظاهری
نام خاص و کميت اثر
xxxiv, 828 p.: ill. )chiefly col.(; 29 cm
يادداشت کلی
متن يادداشت
Includes bibliographical references and index
یادداشتهای مربوط به عنوان و پدیدآور
متن يادداشت
George E. Belch & Michael A. Belch
یادداشت های مربوط به نسخه اصلی
متن يادداشت
1
یادداشتهای مربوط به مندرجات
متن يادداشت
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 -- 71.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 -- 81.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 -- 91.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 -- 02.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 -- 12.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(
موضوع (اسم عام یاعبارت اسمی عام)
عنصر شناسه ای
، Advertising
عنصر شناسه ای
، Sales promotion
عنصر شناسه ای
، Communication in marketing
رده بندی ديویی
شماره
659
.
1
رده بندی کنگره
شماره رده
HF
5823
.
B387
2012
نام شخص به منزله سر شناسه - (مسئولیت معنوی درجه اول )