Advertising and Promotion : An Integrated Marketing Communications Perspective / George E. Belch & Michael A. Belch.
Material type:
TextPublication details: Boston : McGraw-Hill Irwin, c2012.Edition: 10th edDescription: xxxvi, 842 p. : col. ill. ; 29 cmISBN: - 9780071284400 (pbk.)
- 0071284400 (pbk.)
- 9789814575119 (alk. paper)
- 0073381098 (alk. paper)
- 659.1 22
- HF5823 .B387 2012
- 85.40
- QP 630
- QP 620
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Karen | HF5823 .B387 2012 (Browse shelf(Opens below)) | 1 | Available | 018098 |
"McGraw-Hill international edition" --Cover.
Includes bibliographical references (p. 783-813) and indexes.
Part 1: Introduction to Integrated Marketing Communication Chapter 1: An Introduction to Integrated Marketing Communications Chapter 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Program Situation Analysis Chapter 3: Organizing for Advertising and Promotion: the Role of Ad Agencies and Other Marketing Communication Organizations Chapter 4: Perspectives on Consumer Behavior Part 3: Analyzing the Communication Process Chapter 5: The Communication Process Chapter 6: Source, Message, and Channel Factors Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs Chapter 7: Establishing Objectives and Budgeting for the Promotional Program Part 5: Developing the Integrated marketing Communications Program Chapter 8: Creative Strategy: Planning and Development Chapter 9: Creative Strategy: Implementation and Evaluation Chapter 10: Media Planning and Strategy Chapter 11: Evaluation of Broadcast Media Chapter 12: Evaluation of Print Media Chapter 13: Support Media Chapter 14: Direct Marketing Chapter 15: The Internet and Interactive Media Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity, and Corporate Advertising Chapter 18: Personal Selling Part 6: Monitoring, Evaluation, and Control Chapter 19: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives Chapter 20: International Advertising and Promotion Chapter 21: Regulation of Advertising and Promotion Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion.
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