Introduction to advertising and promotion/ (Record no. 10379)
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| 000 -LEADER | |
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| fixed length control field | 16720nam a22001937a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20220218130923.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 220218b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0256105162 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | BUL |
| Language of cataloging | eng |
| Transcribing agency | BUL |
| Modifying agency | BUL |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Edition number | 20 |
| Classification number | 658 |
| Item number | BEL |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Belch George E. |
| 245 ## - TITLE STATEMENT | |
| Title | Introduction to advertising and promotion/ |
| Remainder of title | An integrated marketing communications perspective |
| Statement of responsibility, etc. | George E. Belch and Michael A. Belch |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nded. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Boston: |
| Name of publisher, distributor, etc. | Irwin |
| Date of publication, distribution, etc. | 1993 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxxii, 836p.: |
| Other physical details | ill. col.; |
| Dimensions | 29cm. |
| 500 ## - GENERAL NOTE | |
| General note | <br/><br/>Table of contents<br/><br/><br/><br/>Contents<br/>Part One<br/>Introduction to Integrated Marketing Communications 2<br/> <br/>Chapter One<br/>An Introduction to Integrated Marketing Communications <br/>The Growth of Advertising and Promotion 5<br/>What Is Marketing? 7<br/>Marketing Focuses on Relationships and Value 8<br/>The Marketing Mix 9<br/>Integrated Marketing Communications 9<br/>The Evolution of IMC 9<br/>A Contemporary Perspective of IMC 11<br/>Reasons for the Growing Importance of IMC 11<br/>The Role of IMC in Branding 15<br/>The Promotional Mix: The Tools for IMC 15<br/>Advertising 17<br/>Direct Marketing 18<br/>Interactive/Internet Marketing 20<br/>Sales Promotion 22<br/>Publicity/Public Relations 22<br/>Personal Selling 23<br/>IMC Involves Audience Contacts 24<br/>The IMC Planning Process 24<br/>Review of the Marketing Plan 26<br/>Promotional Program Situation Analysis 26<br/>Analysis of the Communications Process 31<br/>Budget Determination 31<br/>Developing the Integrated Marketing Communications Program 31<br/>Monitoring, Evaluation, and Control 32<br/>Perspective and Organization of This Text 32<br/>Chapter Two<br/>The Role of IMC in the Marketing Process <br/>Marketing Strategy and Analysis 41<br/>Opportunity Analysis 41<br/>Competitive Analysis 42<br/>Target Market Selection 43<br/>The Target Marketing Process 44<br/>Identifying Markets 44<br/>Market Segmentation 45<br/>Selecting a Target Market 51<br/>Market Positioning 52<br/>Developing the Marketing Planning Program 58<br/>Product Decisions 59<br/>Price Decisions 60<br/>Distribution Channel Decisions 61<br/>Developing Promotional Strategies: Push or Pull? 62<br/>The Role of Advertising and Promotion 63<br/>Part Two<br/>Integrated Marketing Program Situation Analysis 66<br/>Chapter Three<br/>Organizing for Advertising and Promotion: The Role of Ad Agencies and <br/>Other Marketing Communication Organizations <br/>Participants in the Integrated Marketing Communications Process: An Overview 69<br/>Organizing for Advertising and Promotion <br/>in the Firm: The Client?s Role 71<br/>The Centralized System 71<br/>The Decentralized System 73<br/>In-House Agencies 75<br/>Advertising Agencies 78<br/>The Ad Agency?s Role 81<br/>Types of Ad Agencies 82<br/>Other Types of Agencies and Services 86<br/>Agency Compensation 88<br/>Commissions from Media 88<br/>Fee, Cost, and Incentive-Based Systems 89<br/>Percentage Charges 90<br/>The Future of Agency Compensation 90<br/>Evaluating Agencies 92<br/>Gaining and Losing Clients 93<br/>Specialized Services 96<br/>Direct-Marketing Agencies 96<br/>Sales Promotion Agencies 96<br/>Public Relations Firms 97<br/>Interactive Agencies 97<br/>Collateral Services 98<br/>Marketing Research Companies 98<br/>Integrated Marketing Communications Services 98<br/>Pros and Cons of Integrated Services 98<br/>Responsibility for IMC: Agency versus Client 99<br/>Chapter Four<br/>Perspectives on Consumer Behavior <br/>An Overview of Consumer Behavior 105<br/>The Consumer Decision-Making Process 107<br/>Problem Recognition 107<br/>Examining Consumer Motivations 108<br/>Information Search 112<br/>Perception 112<br/>Alternative Evaluation 114<br/>Attitudes 117<br/>Integration Processes and Decision Rules 119<br/>Purchase Decision 119<br/>Postpurchase Evaluation 120<br/>Variations in Consumer Decision Making 121<br/>The Consumer Learning Process 122<br/>Behavioral Learning Theory 122<br/>Cognitive Learning Theory 126<br/>Environmental Influences on Consumer Behavior 126<br/>Culture 126<br/>Subcultures 127<br/>Reference Groups 128<br/>Situational Determinants 129<br/>Alternative Approaches to Consumer Behavior 130<br/>New Methodologies 130<br/>New Insights 130<br/>Part Three<br/>Analyzing the Communication Process 134<br/>Chapter Five<br/>The Communication Process <br/>The Nature of Communication 137<br/>A Basic Model of Communication 139<br/>Source Encoding 139<br/>Message 140<br/>Channel 140<br/>Receiver/Decoding 142<br/>Noise 142<br/>Response/Feedback 142<br/>Analyzing the Receiver 144<br/>Identifying the Target Audience 144<br/>The Response Process 145<br/>Traditional Response Hierarchy Models 146<br/>Alternative Response Hierarchies 148<br/>Implications of the Alternative Response Models 151<br/>The FCB Planning Model 152<br/>Cognitive Processing of Communications 155<br/>The Cognitive Response Approach 155<br/>The Elaboration Likelihood Model 157<br/>Summarizing the Response Process and the Effects of Advertising 159<br/>Chapter Six<br/>Source, Message, and Channel Factors <br/>Promotional Planning through the Persuasion Matrix 165<br/>Source Factors 166<br/>Source Credibility 166<br/>Source Attractiveness 170<br/>Source Power 178<br/>Message Factors 179<br/>Message Structure 179<br/>Message Appeals 181<br/>Channel Factors 186<br/>Personal versus Nonpersonal Channels 186<br/>Effects of Alternative Mass Media 187<br/>Effects of Context and Environment 187<br/>Clutter 188<br/>Part Four<br/>Objectives and Budgeting for Integrated Marketing Communications <br/>Programs 190<br/>Chapter Seven<br/>Establishing Objectives and Budgeting for the Promotional Program <br/>The Value of Objectives 193<br/>Communications 193<br/>Planning and Decision Making 193<br/>Measurement and Evaluation of Results 194<br/>Determining Promotional Objectives 194<br/>Marketing versus Communications Objectives 194<br/>Sales versus Communications Objectives 195<br/>Sales-Oriented Objectives 195<br/>Communications Objectives 199<br/>DAGMAR: An Approach to Setting Objectives 203<br/>Characteristics of Objectives 203<br/>Assessment of DAGMAR 206<br/>Problems in Setting Objectives 207<br/>Improving Promotional Planners? Use of Objectives 207<br/>Setting Objectives for the IMC Program 208<br/>Establishing and Allocating the Promotional Budget 209<br/>Establishing the Budget 209<br/>Budgeting Approaches 215<br/>Allocating the Budget 226<br/>Part Five<br/>Developing the Integrated Marketing Communications Program 234<br/>Chapter Eight<br/>Creative Strategy: Planning and Development <br/>The Importance of Creativity in Advertising 238<br/>Advertising Creativity 240<br/>What Is Creativity? 240<br/>Different Perspectives on Advertising Creativity 240<br/>Planning Creative Strategy 241<br/>The Creative Challenge 241<br/>Taking Creative Risks 243<br/>Creative Personnel 245<br/>The Creative Process 245<br/>Account Planning 246<br/>Inputs to the Creative Process: Preparation, Incubation, <br/>Illumination 247<br/>Inputs to the Creative Process: Verification, Revision 249<br/>Creative Strategy Development 252<br/>Advertising Campaigns 252<br/>Copy Platform 252<br/>The Search for the Major Selling Idea 254<br/>Chapter Nine<br/>Creative Strategy: Implementation and Evaluation <br/>Appeals and Execution Styles 266<br/>Advertising Appeals 267<br/>Advertising Execution 275<br/>Creative Tactics 282<br/>Creative Tactics for Print Advertising 282<br/>Creative Tactics for Television 285<br/>Client Evaluation and Approval of Creative Work 290<br/>Guidelines for Evaluating Creative Output 291<br/>Chapter Ten<br/>Media Planning and Strategy <br/>An Overview of Media Planning 300<br/>Some Basic Terms and Concepts 301<br/>The Media Plan 303<br/>Problems in Media Planning 303<br/>Developing the Media Plan 306<br/>Market Analysis and Target Market Identification 306<br/>To Whom Shall We Advertise? 307<br/>What Internal and External Factors Are Operating? 309<br/>Where to Promote? 309<br/>Establishing Media Objectives 313<br/>Developing and Implementing Media Strategies 314<br/>The Media Mix 314<br/>Target Market Coverage 314<br/>Geographic Coverage 315<br/>Scheduling 315<br/>Reach versus Frequency 317<br/>Creative Aspects and Mood 322<br/>Flexibility 324<br/>Budget Considerations 324<br/>Evaluation and Follow-Up 327<br/>Characteristics of Media 327<br/>APPENDIX A: Sources of Media Information 333<br/>Chapter Eleven<br/>Evaluation of Broadcast Media <br/>Television 338<br/>Advantages of Television 338<br/>Limitations of Television 340<br/>Buying Television Time 344<br/>Network versus Spot 344<br/>Methods of Buying Time 349<br/>Selecting Time Periods and Programs 350<br/>Cable Television 351<br/>Measuring the TV Audience 357<br/>Radio 362<br/>Advantages of Radio 363<br/>Limitations of Radio 366<br/>Buying Radio Time 367<br/>Time Classifications 369<br/>Audience Information 369<br/>Chapter Twelve<br/>Evaluation of Print Media <br/>The Role of Magazines and Newspapers 377<br/>Magazines 377<br/>Classifications of Magazines 377<br/>Advantages of Magazines 380<br/>Disadvantages of Magazines 387<br/>Magazine Circulation and Readership 389<br/>Audience Information and Research for Magazines 391<br/>Purchasing Magazine Advertising Space 392<br/>The Future for Magazines 393<br/>Newspapers 396<br/>Types of Newspapers 396<br/>Types of Newspaper Advertising 398<br/>Advantages of Newspapers 399<br/>Limitations of Newspapers 401<br/>The Newspaper Audience 402<br/>Purchasing Newspaper Space 403<br/>Newspaper Rates 404<br/>The Future for Newspapers 405<br/>Chapter Thirteen<br/>Support Media <br/>The Scope of the Support Media Industry 415<br/>Traditional Support Media 415<br/>Outdoor Advertising 415<br/>Alternative Out-of-Home Media 417<br/>In-Store Media 419<br/>Miscellaneous Outdoor Media 419<br/>Transit Advertising 420<br/>Measurement in Out-of-Home Media 423<br/>Promotional Products Marketing 424<br/>Advantages and Disadvantages of Promotional Products Marketing<br/> 424<br/>Measurement in Promotional Products Marketing 426<br/>Yellow Pages Advertising 427<br/>Other Traditional Support Media 429<br/>Advertising in Movie Theaters 429<br/>In-Flight Advertising 430<br/>Nontraditional Support Media 432<br/>Branded Entertainment 432<br/>Miscellaneous Other Media 439<br/>Chapter Fourteen<br/>Direct Marketing <br/>Direct Marketing 446<br/>Defining Direct Marketing 447<br/>The Growth of Direct Marketing 447<br/>The Role of Direct Marketing in the IMC Program 449<br/>Direct-Marketing Objectives 450<br/>Developing a Database 450<br/>Direct-Marketing Strategies and Media 456<br/>Direct Selling 461<br/>Evaluating the Effectiveness of Direct Marketing 462<br/>Advantages and Disadvantages of Direct Marketing 463<br/>Chapter Fifteen<br/>The Internet and Interactive Media <br/>A Brief History of the Internet 469<br/>Why the Rapid Adoption of the Internet? 469<br/>Web Objectives 470<br/>Developing and Maintaining a Website 470<br/>Communications Objectives 473<br/>E-Commerce 475<br/>The Internet and Integrated Marketing Communications 476<br/>Advertising on the Internet 476<br/>Sales Promotion on the Internet 479<br/>Personal Selling on the Internet 481<br/>Public Relations on the Internet 482<br/>Direct Marketing on the Internet 482<br/>Measuring Effectiveness of the Internet 483<br/>Audience Measures and Measures of Effectiveness 484<br/>Sources of Measurement Data 485<br/>Advantages and Disadvantages of the Internet 486<br/>Additional Interactive Media 487<br/>Wireless 488<br/>Chapter Sixteen<br/>Sales Promotion <br/>The Scope and Role of Sales Promotion 495<br/>The Growth of Sales Promotion 496<br/>Reasons for the Increase in Sales Promotion 497<br/>Concerns about the Increased Role of Sales Promotion 502<br/>Consumer Franchise-Building versus Nonfranchise-Building Promotions<br/> 502<br/>Consumer-Oriented Sales Promotion 503<br/>Objectives of Consumer-Oriented Sales Promotion 503<br/>Consumer-Oriented Sales Promotion Techniques 507<br/>Sampling 507<br/>Couponing 510<br/>Premiums 516<br/>Contests and Sweepstakes 518<br/>Refunds and Rebates 521<br/>Bonus Packs 522<br/>Price-Off Deals 522<br/>Loyalty Programs 522<br/>Event Marketing 523<br/>Summary of Consumer-Oriented Promotions and Marketer Objectives<br/> 524<br/>Trade-Oriented Sales Promotion 525<br/>Objectives of Trade-Oriented Sales Promotion 525<br/>Types of Trade-Oriented Promotions 527<br/>Coordinating Sales Promotion and Advertising 533<br/>Budget Allocation 534<br/>Coordination of Ad and Promotion Themes 534<br/>Media Support and Timing 534<br/>Sales Promotion Abuse 536<br/>Chapter Seventeen<br/>Public Relations, Publicity, and Corporate Advertising <br/>Public Relations 543<br/>The Traditional Definition of PR 543<br/>The New Role of PR 543<br/>Integrating PR into the Promotional Mix 544<br/>Marketing Public Relations Functions 544<br/>The Process of Public Relations 546<br/>Determining and Evaluating Public Attitudes 546<br/>Establishing a PR Plan 547<br/>Developing and Executing the PR Program 548<br/>Advantages and Disadvantages of PR 553<br/>Measuring the Effectiveness of PR 554<br/>Publicity 556<br/>The Power of Publicity 557<br/>The Control and Dissemination of Publicity 559<br/>Advantages and Disadvantages of Publicity 561<br/>Measuring the Effectiveness of Publicity 561<br/>Corporate Advertising 561<br/>Objectives of Corporate Advertising 563<br/>Types of Corporate Advertising 563<br/>Advantages and Disadvantages of Corporate Advertising 569<br/>Measuring the Effectiveness of Corporate Advertising 569<br/>Chapter Eighteen<br/>Personal Selling <br/>The Scope of Personal Selling 574<br/>The Role of Personal Selling in the IMC Program 575<br/>Determining the Role of Personal Selling 575<br/>The Nature of Personal Selling 576<br/>Advantages and Disadvantages of Personal Selling 583<br/>Combining Personal Selling with Other Promotional Tools 585<br/>Combining Personal Selling and Advertising 585<br/>Combining Personal Selling and Public Relations 586<br/>Combining Personal Selling and Direct Marketing 586<br/>Combining Personal Selling and Sales Promotion 588<br/>Combining Personal Selling with the Internet 588<br/>Evaluating the Personal Selling Effort 589<br/>Criteria for Evaluating Personal Selling 591<br/>Part Six<br/>Monitoring, Evaluation, and Control 594<br/>Chapter Nineteen<br/>Measuring the Effectiveness of the Promotional Program <br/>Arguments for and Against Measuring Effectiveness 597<br/>Reasons to Measure Effectiveness 597<br/>Reasons Not to Measure Effectiveness 599<br/>Conducting Research to Measure Advertising Effectiveness 602<br/>What to Test 602<br/>When to Test 603<br/>Where to Test 606<br/>How to Test 606<br/>The Testing Process 607<br/>Concept Generation and Testing 607<br/>Rough Art, Copy, and Commercial Testing 608<br/>Pretesting of Finished Ads 611<br/>Market Testing of Ads 616<br/>Establishing a Program for Measuring Advertising Effects 623<br/>Problems with Current Research Methods 623<br/>Essentials of Effective Testing 624<br/>Measuring the Effectiveness of Other Program Elements 624<br/>Measuring the Effectiveness of Sales Promotions 624<br/>Measuring the Effectiveness of Nontraditional Media 626<br/>Measuring the Effectiveness of Sponsorships 626<br/>Measuring the Effectiveness of Other IMC Program Elements 627<br/>Part Seven<br/>Special Topics and Perspectives 632<br/>Chapter Twenty<br/>International Advertising and Promotion <br/>The Importance of International Markets 635<br/>The Role of International Advertising and Promotion 637<br/>The International Environment 638<br/>The Economic Environment 638<br/>The Demographic Environment 639<br/>The Cultural Environment 641<br/>The Political/Legal Environment 643<br/>Global versus Localized Advertising 646<br/>Advantages of Global Marketing and Advertising 646<br/>Problems with Global Advertising 647<br/>When Is Globalization Appropriate? 648<br/>Global Products, Local Messages 651<br/>Decision Areas in International Advertising 652<br/>Organizing for International Advertising 652<br/>Agency Selection 655<br/>Advertising Research 658<br/>Creative Decisions 659<br/>Media Selection 660<br/>The Roles of Other Promotional Mix Elements in International Marketing 665<br/>Sales Promotion 665<br/>Personal Selling 668<br/>Public Relations 669<br/>The Internet 670<br/>Chapter Twenty-one<br/>Regulation of Advertising and Promotion <br/>Self-Regulation 678<br/>Self-Regulation by Advertisers and Agencies 678<br/>Self-Regulation by Trade Associations 679<br/>Self-Regulation by Businesses 681<br/>The National Advertising Review Council and the NAD/NARB 682<br/>Self-Regulation by Media 684<br/>Appraising Self-Regulation 688<br/>Federal Regulation of Advertising 688<br/>Advertising and the First Amendment 688<br/>Background on Federal Regulation of Advertising 689<br/>The Federal Trade Commission 691<br/>The Concept of Unfairness 692<br/>Deceptive Advertising 692<br/>The FTC?s Handling of Deceptive Advertising Cases 697<br/>Current Status of Federal Regulation by the FTC 700<br/>Additional Federal Regulatory Agencies 701<br/>The Lanham Act 704<br/>State Regulation 706<br/>Regulation of Other Promotional Areas 706<br/>Sales Promotion 706<br/>Marketing on the Internet 710<br/>Chapter Twenty-two<br/>Evaluating the Social, Ethical, and Economic Aspects of Advertising and <br/>Promotion <br/>Advertising and Promotion Ethics 719<br/>Social and Ethical Criticisms of Advertising 721<br/>Advertising as Untruthful or Deceptive 721<br/>Advertising as Offensive or in Bad Taste 722<br/>Advertising and Children 726<br/>Social and Cultural Consequences 731<br/>Summarizing Social Effects 739<br/>Economic Effects of Advertising 741<br/>Effects on Consumer Choice 742<br/>Effects on Competition 742<br/>Effects on Product Costs and Prices 744<br/>Summarizing Economic Effects 745<br/>Glossary of Advertising and Promotion Terms 749<br/>Endnotes 763<br/>Credits and Acknowledgments 791<br/>Name and Company Index 795<br/>Subject Index 807<br/><br/><br/><br/><br/><br/><br/>includes bibliographic references and index |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book Open Access |
| Edition | 2nded. |
| Classification part | 658 |
| Item part | BEL |
| Call number prefix | BEL |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Source of acquisition | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Natural Resources and Environmental Sciences Library | Natural Resources and Environmental Sciences Library | 02/18/2022 | Purchase | 658 BEL | 2975 | 02/18/2022 | 1 | 02/18/2022 | Book Open Access |