Test Bank for Advertising and Promotion Canadian 6th Edition Guolla Belch 1259272303 9781259272301
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Product Details:
Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.
Language: English
ISBN-10: 1259272303
ISBN-13: 978-1259272301
ISBN-13: 9781259272301
Author: Michael Guolla, George Belch, Michael Belch
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Table of Content:
Part 1: Understanding Integrated Marketing Communications
Chapter 1: Integrated Marketing Communications
Chapter 2: Organizing for IMC: Role of Agencies
Chapter 3: Consumer Behaviour and Target Audience Decisions
Chapter 4: Communication Response Models
Part 2: Articulating the Message
Chapter 5: Objectives for the IMC Plan
Chapter 6: Brand Positioning Strategy Decisions
Chapter 7: Creative Strategy Decisions
Chapter 8: Creative Tactics Decisions
Chapter 9: Measuring the Effectiveness of the Promotional Message
Part 3: Delivering the Message
Chapter 10: Media Planning and Budgeting for IMC
Chapter 11: Broadcast Media
Chapter 12: Print Media
Chapter 13: Out-of-Home and Support Media
Part 4: Strengthening the Message
Chapter 14: Sales Promotion
Chapter 15: Public Relations
Chapter 16: Direct Marketing
Chapter 17: Internet Media
Part 5: Advertising and Society
Chapter 18: Regulatory, Ethical, Social, and Economic Issues for IMC
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