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Advertising and promotion : an integrated marketing communications perspective 5th ed

Advertising and promotion : an integrated marketing communications perspective 5th ed (Loan 3 times)

Material type
단행본
Personal Author
Belch, George E. (George Eugene) Belch, Michael A.
Title Statement
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
판사항
5th ed.
Publication, Distribution, etc
Boston, Mass. :   Irwin/McGraw-Hill ,   2001.  
Physical Medium
xx, 795, GL13, EN22, CR3, IN19 p. : ol. ill. ; 28 cm.
Series Statement
The Irwin/McGraw-Hill series in marketing
ISBN
0072314451 9780071180269
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Advertising. Sales promotion. Communication in marketing.
000 01084camuu2200301 a 4500
001 000001064754
005 20090529133359
008 000515s2001 maua b 001 0 eng
010 ▼a 00040688
020 ▼a 0072314451
020 ▼a 9780071180269
040 ▼a DLC ▼c DLC ▼d DLC ▼d 244002 ▼d 211009
050 0 0 ▼a HF5823 ▼b .B387 2001
082 0 4 ▼a 659.1 ▼2 22
090 ▼a 659.1 ▼b B427a5
100 1 ▼a Belch, George E. ▼q (George Eugene)
245 1 0 ▼a Advertising and promotion : ▼b an integrated marketing communications perspective / ▼c George E. Belch & Michael A. Belch.
250 ▼a 5th ed.
260 ▼a Boston, Mass. : ▼b Irwin/McGraw-Hill , ▼c 2001.
300 ▼a xx, 795, GL13, EN22, CR3, IN19 p. : ▼b ol. ill. ; ▼c 28 cm.
490 1 ▼a The Irwin/McGraw-Hill series in marketing
504 ▼a Includes bibliographical references and index.
650 0 ▼a Advertising.
650 0 ▼a Sales promotion.
650 0 ▼a Communication in marketing.
700 1 ▼a Belch, Michael A.
830 0 ▼a Irwin/McGraw-Hill series in marketing.

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No. 2 Location Sejong Academic Information Center/Social Science/ Call Number 659.1 B427a5 Accession No. 151101470 Availability Available Due Date Make a Reservation Service M
No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Stacks 2(Large Size)/ Call Number 659.1 B427a5 Accession No. 111537168 Availability Available Due Date Make a Reservation Service M
No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Sejong Academic Information Center/Social Science/ Call Number 659.1 B427a5 Accession No. 151101470 Availability Available Due Date Make a Reservation Service M

Contents information

Table of Contents


CONTENTS

Part One The Role of IMC in Marketing

 Chapter One An Introduction to Integrated Marketing Communications = 2

  The Growth of Advertising and Promotion = 5

  CAREER PROFILE : Mike Morisette, Vice President, Management Supervisor at Doner Advertising = 6

  What is Marketing? = 8

   Marketing Focuses on Exchange = 8

   Relationship Marketing = 9

   The Marketing Mix = 10

  Integrated Marketing Communications = 10

   The Evolution of IMC = 10

   Reasons for the Growing Importance of IMC = 12

   The Role of Promotion = 14

  The Promotional Mix : The Tools for IMC = 15

   Advertising = 15

   Direct Marketing = 17

   Interactive/Internet Marketing = 19

   Sales Promotion = 21

   Publicity/Public Relations = 22

   Personal Selling = 24

  Promotional Management = 24

  The Promotional Planning Process = 25

   Review of the Marketing Plan = 25

   Promotional Program Situation Analysis = 28

   Analysis of the Communications Process = 30

   Budget Determination = 30

   Developing the Integrated Marketing Communications Program = 31

   Monitoring, Evaluation, and Control = 31

   Perspective and Organization of This Text = 32

 Chapter Two The Role of IMC in the Marketing Process = 36

  Marketing Strategy and Analysis = 40

   Opportunity Analysis = 40

   Competitive Analysis = 41

   Target Market Selection = 42

  The Target Marketing Process = 42

   Identifying Markets = 42

   Market Segmentation = 45

   Selecting a Target Market = 50

   Market Positioning = 52

  Developing the Marketing Planning Program = 59

   Product Decisions = 59

   Price Decisions = 61

   Distribution Channel Decisions = 63

   Developing Promotional Strategies : Push or Pull? = 64

  The Role of Advertising and Promotion = 64

Part Two Integrated Marketing Program Situation Analysis

 Chapter Three Organizing for Advertising and Promotion : The Role of Ad Agencies and Other Marketing Communication Organizations = 66

  Participants in the Integrated Marketing Communications Process : An Overview = 69

  Organizing for Advertising and Promotion in the Firm : The Client's Role = 70

   The Centralized System = 71

   The Decentralized System = 72

   In-House Agencies = 76

  Advertising Agencies = 78

   The Ad Agency's Role = 79

   Types of Ad Agencies = 80

  CAREER PROFILE : Jana Clayton, Assistant Account Executive at Doner Advertising = 81

   Other Types of Agencies and Services = 85

  Agency Compensation = 86

   Commissions from Media = 86

   Fee, Cost, and Incentive-Based Systems = 88

   Percentage Charges = 89

   The Future of Agency Compensation = 89

  Evaluating Agencies = 89

   Gaining and Losing Clients = 91

  Specialized Services = 94

   Direct-Response Agencies = 94

   Sales Promotion Agencies = 95

   Public Relations Firms = 95

   Interactive Agencies = 97

  Collateral Services = 98

   Marketing Research Companies = 98

  Integrated Marketing Communications Services = 99

   Pros and Cons of Integrated Services = 99

   Responsibility for IMC : Agency versus Client = 100

 Chapter Four Perspectives on Consumer Behavior = 104

  An Overview of Consumer Behavior = 107

  The Consumer Decision-Making Process = 108

   Problem Recognition = 108

   Examining Consumer Motivations = 109

   Information Search = 113

   Perception = 114

   Alternative Evaluation = 116

   Attitudes = 118

   Integration Processes and Decision Rules = 121

   Purchase Decision = 121

   Postpurchase Evaluation = 123

   Variations in Consumer Decision Making = 123

  The Consumer Learning Process = 125

   Behavioral Learning Theory = 125

   Cognitive Learning Theory = 129

  Environmental Influences on Consumer Behavior = 129

   Culture = 129

   Subcultures = 130

   Social Class = 130

   Reference Groups = 132

   Situational Determinants = 133

  Alternative Approaches to Consumer Behavior = 134

Part Three Analyzing the Communication Process

 Chapter Five The Communication Process = 136

  The Nature of Communication = 139

  A Basic Model of Communication = 139

   Source Encoding = 141

   Message = 142

   Channel = 143

   Receiver/Decoding = 144

   Noise = 144

   Response/Feedback = 146

  Analyzing the Receiver = 146

   Identifying the Target Audience = 147

  The Response Process = 148

   Traditional Response Hierarchy Models = 148

   Alternative Response Hierarchies = 151

   The Integrated Information Response Model = 154

  Understanding Involvement = 157

   The FCB Planning Model = 158

  Cognitive Processing of Communications = 160

   The Cognitive Response Approach = 160

   The Elaboration Likelihood Model = 162

  Summarizing the Response Process and the Effects of Advertising = 164

 Chapter Six Source, Message, and Channel Factors = 168

  Promotional Planning through the Persuasion Matrix = 170

  Source Factors = 172

   Source Credibility = 173

   Source Attractiveness = 175

   Source Power = 182

  Message Factors = 184

   Message Structure = 184

   Message Appeals = 188

  Channel Factors = 192

   Personal versus Nonpersonal Channels = 193

   Effects of Alternative Mass Media = 194

   Effects of Context and Environment = 194

   Clutter = 195

Part Four Objectives and Budgeting for Integrated Marketing Communications Programs

 Chapter Seven Establishing Objectives and Budgeting for the Promotional Program = 198

  The Value of Objectives = 201

   Communications = 201

   Planning and Decision Making = 202

   Measurement and Evaluation of Results = 202

  Determining Promotional Objectives = 202

   Marketing versus Communications Objectives = 202

  Sales versus Communications Objectives = 204

   Sales-Oriented Objectives = 204

   Communications Objectives = 208

  DAGMAR : An Approach to Setting Objectives = 213

   Characteristics of Objectives = 213

   Assessment of DAGMAR = 214

  Problems in Setting Objectives = 216

   Improving Promotional Planners' Use of Objectives = 217

   Setting Objectives for the IMC Program = 217

  Establishing and Allocating the Promotional Budget = 218

   Establishing the Budget = 219

   Budgeting Approaches = 225

   Allocating the Budget = 236

Part Five Developing the Integrated Marketing Communications Program

 Chapter Eight Creative Strategy : Planning and Development = 242

  The Importance of Creativity in Advertising = 245

  Advertising Creativity = 247

   What Is Creativity? = 247

   Different Perspectives on Advertising Creativity = 247

  Planning Creative Strategy = 251

   The Creative Challenge = 251

   Taking Creative Risks = 251

   Creative Personnel = 253

  The Creative Process = 253

   Accont Planning = 254

   Inputs to the Creative Process : Preparation, Incubation. Illumination = 255

   Inputs to the Creative Process : Verification, Revision = 257

  Creative Strategy Development = 259

   Advertising Campaigns = 259

   Copy Platform = 252

   The Search for the Major Selling Idea = 264

 Chapter Nine Creative Strategy : Implementation and Evaluation = 272

  Appeals and Execution Styles = 275

   Advertising Appeals = 275

   Advertising Execution = 282

  Creative Tactics = 290

   Creative Tactics for Print Advertising = 290

   Creative Tactics for Television = 293

  Client Evaluation and Approval of Creative Work = 296

   Guidelines for Evaluating Creative Output = 298

 Chapter Ten Media Planning and Strategy = 302

  An Overview of Media Planning = 304

   Some Basic Terms and Concepts = 305

   The Media Plan = 306

   Problems in Media Planning = 306

  Developing the Media Plan = 309

  Market Analysis and Target Market Identification = 309

   To Whom Shall We Advertise? = 310

   What Internal and External Factors Are Operating? = 311

   Where to Promote? = 313

  Establishing Media Objectives = 316

  Developing and Implementing Media Strategies = 316

   The Media Mix = 316

   Target Market Coverage = 316

   Geographic Coverage = 318

   Scheduling = 318

   Reach versus Frequency = 319

   Creative Aspects and Mood = 324

   Flexibility = 326

   Budget Considerations = 326

  Evaluation and Follow-Up = 329

  Computers in Media Planning = 329

   Computers in Market Analysis = 331

   Computers in Media Strategy Development = 331

  Characteristics of Media = 334

  APPENDIX A Sources of Media Information = 337

  APPENDIX B Media Plan for Bumble Bee Tuna = 338

 Chapter Eleven Evaluation of Broadcast Media = 352

  Television = 355

   Advantages of Television = 355

   Limitations of Television = 358

  Buying Television Time = 363

   Network versus Spot = 363

   Methods of Buying Time = 367

   Selecting Time Periods and Programs = 369

   Cable Television = 369

  CAREER PROFILE : Kristin Longley, Research Specialist at Cox CableRep Gulf Coast = 372

   Measuring the TV Audience = 376

  Radio = 382

   Advantages of Radio = 382

   Limitations of Radio = 386

   Buying Radio Time = 387

   Time Classifications = 389

   Audience Information = 389

 Chapter Twelve Evaluation of Print Media = 394

  The Role of Magazines and Newspapers = 397

  Magazines = 397

   Classifications of Magazines = 397

   Advantages of Magazines = 400

   Disadvantages of Magazines = 407

   Magazine Circulation and Readership = 409

  CAREER PROFILE : Mary Beth Gaik, Sales Representative at Newsweek Magazine = 411

   Audience Research for Magazines = 412

   Purchasing Magazine Advertising Space = 413

   The Future for Magazines = 414

  Newspapers = 418

   Types of Newspapers = 418

   Types of Newspaper Advertising = 420

   Advantages of Newspapers = 421

   Limitations of Newspapers = 424

   The Newspaper Audience = 425

   Purchasing Newspaper Space = 426

   Newspaper Rates = 427

   The Future for Newspapers = 428

 Chapter Thirteen Support Media = 436

  The Scope of the Support Media Industry = 439

  Out-of-Home Media = 439

   Outdoor Advertising = 439

   Additional Out-of-Home Media = 442

   In-Store Media = 443

   Miscellaneous Outdoor Media = 445

   Audience Measurement in Out-of-Home Media = 445

   Transit Advertising = 446

  Promotional Products Marketing = 450

   Advantages and Disadvantages of Promotional Products Marketing = 452

   Audience Measurement in Promotional Products Marketing = 454

   Yellow Pages Advertising = 454

  Other Media = 456

   Advertising in Movie Theaters and Videos = 456

   Product Placements in Movies and TV = 458

   In-Flight Advertising = 462

   Miscellaneous Other Media = 464

 Chapter Fourteen Direct Marketing = 468

  Direct Marketing = 470

   Defining Direct Marketing = 471

   The Growth of Direct Marketing = 471

   The Role of Direct Marketing in the IMC Program = 473

   Direct-Marketing Objectives = 475

   Developing a Database = 475

   Direct-Marketing Strategies and Media = 477

  Direct Selling = 486

  Evaluating the Effectiveness of Direct Marketing = 487

   Advantages and Disadvantages of Direct Marketing = 487

 Chapter Fifteen The Internet and Interactive Media = 492

  Defining the Internet = 495

  Developing an Internet Program = 495

   Web Participants = 495

   Web Objectives = 500

   Developing and Maintaining a Website = 500

   Communications Objectives = 502

   E-Commerce = 505

  The Internet and Integrated Marketing Communications = 505

   Advertising = 505

   Sales Promotion on the Internet = 508

   Personal Selling on the Internet = 508

   Public Relations on the Internet = 510

   Direct Marketing on the Internet = 511

  Measuring Effectiveness of the Internet = 512

   Measures of Effectiveness = 514

   Sources of Measurement Data = 515

  Advantages and Disadvantages of the Internet = 516

  Additional Interactive Media = 518

 Chapter Sixteen Sales Promotion = 522

  The Scope and Role of Sales Promotion = 524

  The Growth of Sales Promotion = 526

   Reasons for the Increase in Sales Promotion = 527

   Concerns about the Increased Role of Sales Promotion = 532

   Consumer Franchise-Building versus Nonfranchise-Building Promotions = 533

  Consumer-Oriented Sales Promotion = 535

   Objectives of Consumer-Oriented Sales Promotion = 535

  CAREER PROFILE : Stephanie Murrin, Executive Vice President, Chief Creative Officer at DVC = 538

  Consumer-Oriented Sales Promotion Techniques = 539

   Sampling = 539

   Couponing = 541

   Premiums = 548

   Contests and Sweepstakes = 549

   Refunds and Rebates = 551

   Bonus Packs = 553

   Price-Off Deals = 553

   Frequency Programs = 554

   Event Marketing = 555

   Summary of Consumer-Oriented Promotions and Marketer Objectives = 556

  Trade-Oriented Sales Promotion = 557

   Objectives of Trade-Oriented Sales Promotion = 557

   Types of Trade-Oriented Promotions = 558

  Coordinating Sales Promotion and Advertising = 566

   Budget Allocation = 567

   Coordination of Ad and Promotion Themes = 567

   Media Support and Timing = 568

  Sales Promotion Abuse = 569

 Chapter Seventeen Public Relations, Publicity, and Corporate Advertising = 574

  Public Relations = 576

   The Traditional Definition of PR = 577

   The New Role of PR = 577

   Integrating PR into the Promotional Mix = 578

   Marketing Public Relations(MPR) Functions = 578

  The Process of Public Relations = 580

   Determining and Evaluating Public Attitudes = 580

   Establishing a PR Plan = 581

   Developing and Executing the PR Program = 581

   Advantages and Disadvantages of PR = 589

   Measuring the Effectiveness of PR = 592

  Publicity = 593

   The Power of Publicity = 593

   The Control and Dissemination of Publicity = 594

  CAREER PROFILE : Graham Hueber, Vice President and Director of Research at Ketchum Public Relations = 595

   Advantages and Disadvantages of Publicity = 598

   Measuring the Effectiveness of Publicity = 598

  Corporate Advertising = 598

   Objectives of Corporate Advertising = 600

   Types of Corporate Advertising = 600

   Advantages and Disadvantages of Corporate Advertising = 608

   Measuring the Effectiveness of Corporate Advertising = 610

 Chapter Eighteen Personal Selling = 612

  The Scope of Personal Selling = 614

  The Role of Personal Selling in the IMC Program = 615

   Determining the Role of Personal Selling = 616

   The Nature of Personal Selling = 617

  Advantages and Disadvantages of Personal Selling = 622

  Combining Personal Selling with Other Promotional Tools = 626

   Combining Personal Selling and Advertising = 626

   Combining Personal Selling and Public Relations = 627

   Combining Personal Selling and Direct Marketing = 627

   Combining Personal Selling and Sales Promotion = 628

   Combining Personal Selling with the Internet = 629

  Evaluating the Personal Selling Effort = 629

   Criteria for Evaluating Personal Selling = 631

Part Six Monitoring, Evaluation, and Control

 Chapter Nineteen Measuring the Effectiveness of the Promotional Program = 634

  Arguments for and Against Measuring Effectiveness = 637

   Reasons to Measure Effectiveness = 637

   Reasons Not to Measure Effectiveness = 638

  Conducting Research to Measure Advertising Effectiveness = 641

   What to Test = 641

   When to Test = 642

   Where to Test = 644

   How to Test = 644

  The Testing Process = 645

   Concept Generation and Testing = 645

   Rough Art, Copy, and Commercial Testing = 646

   Pretesting of Finished Ads = 648

   Market Testing of Ads = 653

  Establishing a Program for Measuring Advertising Effects = 661

   Problems with Current Research Methods = 661

   Essentials of Effective Testing = 662

  Measuring the Effectiveness of Other Program Elements = 662

   Measuring the Effectiveness of Sales Promotions = 662

   Measuring the Effectiveness of Nontraditional Media = 665

   Measuring the Effectiveness of Sponsorships = 665

   Measuring the Effectiveness of Other IMC Program Elements = 667

Part Seven Special Topics and Perspectives

 Chapter Twenty International Advertising and Promotion = 670

  The Importance of International Markets = 673

  The Role of International Advertising and Promotion = 674

  The International Environment = 676

   The Economic Environment = 676

   The Demographic Environment = 677

   The Cultural Environment = 678

   The Political/Legal Environment = 681

  Global versus Localized Advertising = 683

   Advantages of Global Marketing and Advertising = 684

   Problems with Global Advertising = 684

   When Is Globalization Appropriate? = 686

   Global Products, Local Messages = 689

  Decision Areas in International Advertising = 691

   Organizing for International Advertising = 691

   Agency Selection = 692

   Advertising Research = 695

   Creative Decisions = 698

   Media Selection = 699

  CAREER PROFILE : Jeffrey Beck, Vice President, Client Service Director at Vickers & Benson Direct and Interactive = 700

  The Roles of Other Promotional Mix Elements in International Marketing = 704

   Sales Promotion = 704

   Personal Selling = 707

   Public Relations = 708

   The Internet = 710

  APPENDIX C Promoting Overseas : What's Legal and What's Not = 714

 Chapter Twenty-one Regulation of Advertising and Promotion = 722

  Self-Regulation = 725

   Self-Regulation by Advertisers and Agencies = 726

   Self-Regulation by Trade Associations = 726

   Self-Regulation by Businesses = 729

   The NAD/NARB = 729

   Self-Regulation by Media = 733

   Appraising Self-Regulation = 734

  Federal Regulation of Advertising = 735

   Advertising and the First Amendment = 735

   Background on Federal Regulation of Advertising = 736

   The Federal Trade Commission = 736

   The Concept of Unfairness = 737

   Deceptive Advertising = 738

   The FTC's Handling of Deceptive Advertising Cases = 742

   Current Status of Federal Regulation by the FTC = 745

   Additional Federal Regulatory Agencies = 745

   The Lanham Act = 748

  State Regulation = 751

  Regulation of Other Promotional Areas = 753

   Sales Promotion = 753

   Marketing on the Internet = 757

 Chapter Twenty-two Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion = 762

  Advertising and Promotion Ethics = 765

  Social and Ethical Criticisms of Advertising = 768

   Advertising as Untruthful or Deceptive = 768

   Advertising as Offensive or in Bad Taste = 769

   Advertising and Children = 772

   Social and Cultural Consequences = 775

   Summarizing Social Effects = 786

  Economic Effects of Advertising = 788

   Effects on Consumer Choice = 788

   Effects on Competition = 789

   Effects on Product Costs and Prices = 790

   Summarizing Economic Effects = 792

Glossary of Advertising and Promotion Terms = GL

Endnotes = EN

Credits and Acknowledgments = CR1

Name and Company Index = IN

Subject Index = IN11



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