Opis
George A. Belch & Michael A. Belch with contributions of Jorg Dietzel: Advertising and Promotion – An Integrated Marketing Communications Perspective
To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch’s Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.
In addition to thorough coverage of advertising, Belch’s eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Za učinkovito planiranje, implementaciju i evaluaciju programa integriranih marketinških komunikacija (IMC), potrebno je razumjeti cjelokupni marketinški proces, ponašanje potrošača i teoriju komunikacije. Belch/Belch’s Advertising and Promotion: An Integrated Marketing Communications Perspective temelji se na opsežnim istraživanjima autora u oglašavanju, ponašanju potrošača, komunikacijama, marketingu, unapređenju prodaje i drugim poljima kako bi studentima dao osnovu za razumijevanje procesa marketinških komunikacija, kako on utječe na donošenje potrošačkih odluka i kako razviti promotivne strategije.
Uz temeljito pokrivanje oglašavanja, Belchovo jedanaesto izdanje ima poglavlja o promicanju prodaje, izravnom marketingu, internetu uključujući društvene medije i mobilni marketing, medijima podrške kao što je vanjsko oglašavanje, plasman proizvoda i integracija te publicitet/odnosi s javnošću, s naglaskom na integracija oglašavanja s drugim elementima promidžbenog miksa te potreba razumijevanja njihove uloge i ukupnog doprinosa.
