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CHAPTER WISE BOOK SUMMARY
"Advertising and Promotion: An Integrated Marketing Communications Perspective" by George E. Belch and Michael A. Belch, 6th Edition, provides a comprehensive exploration of integrated marketing communications (IMC). The textbook is organized into seven parts, each focusing on different facets of advertising and promotion:
Part One: The Role of IMC in Marketing
1. Chapter 1: An Introduction to Integrated Marketing Communications Introduces the concept of IMC and its significance in contemporary marketing strategies.
2. Chapter 2: The Role of IMC in the Marketing Process
Explores how IMC fits within the broader marketing process, including strategy development and implementation.
Part Two: Integrated Marketing Program Situation Analysis
3. Chapter 3: Organizing for Advertising and Promotion
Discusses the organizational structures and the roles of advertising agencies and other marketing communication organizations.
4. Chapter 4: Perspectives on Consumer Behavior
Examines consumer behavior theories and their implications for developing effective marketing communications.
Part Three: Analyzing the Communication Process
5. Chapter 5: The Communication Process
Analyzes the components and dynamics of the communication process in marketing.
6. Chapter 6: Source, Message, and Channel Factors
Explores how the source of the message, its content, and the channels used influence communication effectiveness.
Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs
7. Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Covers the processes of setting communication objectives and determining budgets for promotional activities.
Part Five: Developing the Integrated Marketing Communications Program
8. Chapter 8: Creative Strategy: Planning and Development
Focuses on the planning and development of creative strategies in advertising.
9. Chapter 9: Creative Strategy: Implementation and Evaluation
Addresses the execution of creative strategies and methods for evaluating their effectiveness.
10. Chapter 10: Media Planning and Strategy
Discusses strategies for selecting and planning media to effectively reach target audiences.
11. Chapter 11: Evaluation of Broadcast Media
Evaluates the use of television and radio as media channels for advertising.
12. Chapter 12: Evaluation of Print Media
Assesses the effectiveness of magazines and newspapers in advertising campaigns.
13. Chapter 13: Support Media
Explores additional media options that support primary advertising efforts, such as outdoor and transit advertising.
14. Chapter 14: Direct Marketing and Marketing on the Internet Examines direct marketing techniques and the growing importance of internet marketing.
15. Chapter 15: Internet and WWW Focuses on the role of the internet and the World Wide Web in marketing communications.
16. Chapter 16: Sales Promotion Discusses various sales promotion techniques and their strategic applications.
17. Chapter 17: Public Relations, Publicity, and Corporate Advertising Explores the roles of public relations, publicity, and corporate advertising in IMC.
18. Chapter 18: Personal Selling Covers the personal selling process and its integration into the promotional mix.
Part Six: Monitoring, Evaluation, and Control
19. Chapter 19: Measuring the Effectiveness of the Promotional Program Provides methods and metrics for assessing the success of promotional activities.
Part Seven: Special Topics and Perspectives
20. Chapter 20: International Advertising and Promotion Discusses challenges and strategies in global advertising and promotion.
21. Chapter 21: Regulation of Advertising and Promotion Examines the regulatory environment affecting advertising and promotional practices.
22. Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Evaluates the broader societal, ethical, and economic impacts of advertising and promotion. This structured approach ensures a thorough understanding of the various components of integrated marketing communications, preparing readers to effectively plan, implement, and evaluate promotional strategies in today's dynamic marketing environment.
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