Belch/Belch 8th edition continues its Advertising focus with an emphasis
on IMC. It includes very comprehensive coverage of Agency issues and creative work and how
it is related to the IMC mix.
The authors understand that marketers must look beyond traditional media in
order to achieve success. In order to best communicate with consumers, advertisers must
utilize a myriad of tools (advertising, public relations, direct marketing,
interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the
first book to reflect the shift from the conventional methods of advertising to the more
widely recognized approach of implementing an integrated marketing communications
strategy. The text underscores the importance of recognizing that a firm must use all
promotional tools available to convey a unified message to the consumer. The integrated
marketing communications perspective (the theme of the text) catapults the reader into the
business practices of the 21st century.
Table of Contents
Part 1: The Role of IMC in Marketing
1: An Introduction of Integrated Marketing Communications
2: The Role of IMC in the Marketing Process
Part 2: Integrated Marketing Program Situation Analysis
3: Organizing for Advertising and Promotion
4: Perspectives on Consumer Behavior
Part 3: Analyzing the Communication Process
5: The Communication Process
6: Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications
Programs
7: Establishing Objectives and Budgeting for the Promotional Program
Part 5: Developing the Integrated marketing Communications Program
8: Creative Strategy: Planning and Development
9: Creative Strategy: Implementation and Evaluation
10: Media Planning and Strategy
11: Evaluation of Broadcast Media
12: Evaluation of Print Media
13: Support Media
14: Direct Marketing and Marketing on the Internet
15: Internet and WWW
16: Sales Promotion
17: Public Relations, Publicity, and Corporate Advertising
18: Personal Selling
Part 6: Monitoring, Evaluation, and Control
19: Measuring the Effectiveness of the Promotional Program
Part 7: Special Topics and Perspectives
20: International Advertising and Promotion
21: Regulation of Advertising and Promotion
22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
864 pages, Paperback