Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective -13th Edition | by Michael A. Belch, George E. Belch

Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective -13th Edition | by Michael A. Belch, George E. Belch TABLE OF CONTENTS PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 1. An Introduction to Integrated Marketing Communications 2. The Role of IMC in the Marketing Process  PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS 3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 4. Perspectives on Consumer Behavior PART THREE: ANALYZING THE COMMUNICATION PROCESS 5. The Communication Process  6. Source, Message, and Channel Factors  PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS 7. Establishing Objectives and Budgeting for the Promotional Program  PART FIVE: 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 Media: Television and Radio  12. Evaluation of Media: Magazines and Newspapers  13. Support Media 14. Direct Marketing 15. The Internet: Digital and Social Media Chapter 16: Sales Promotion 17. Public Relations, Publicity, and Corporate Advertising  PART SIX: MONITORING, EVALUATION, AND CONTROL 18. Measuring the Effectiveness of the Promotional Program  PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES 19. International Advertising and Promotion  20. Regulation of Advertising and Promotion 21. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion  22. Personal Selling