Description
Test Bank for Advertising and Promotion An Integrated Marketing 5th Edition George Belch
Table Of Contents
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: Articulate 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: Deliver 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: Strengthen 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
