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    Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

    By: Belch, George E. (George Edward), 1951-Contributor(s): Belch, Michael AMaterial type: TextTextPublisher: Boston : McGraw-Hill Irwin, c2009Edition: 8th edDescription: xxv, 838 p. : col. ill. ; 29 cmISBN: 9780073381091 (alk. paper); 0073381098 (alk. paper); 9780071284400 (pbk.); 0071284400 (pbk.)Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1 LOC classification: HF5823 | .B387 2009Online resources: Table of contents only
    Contents:
    Part 1: The Role of IMC in Marketing Chapter 1: An Introduction of 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 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 and Marketing on the Internet Chapter 15: Internet and WWW 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.
    Summary: This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.
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    Item type Current library Call number Copy number Status Notes Date due Barcode
    Books Books Female Library
    		HF5823 .B387 2009 (Browse shelf (Opens below)) 1 Available STACKS 51952000097440
    Books Books Main Library
    		HF5823 .B387 2009 (Browse shelf (Opens below)) 1 Available STACKS 51952000124221

    Includes indexes.

    Includes bibliographical references (p. 783-813) and indexes.

    Part 1: The Role of IMC in Marketing Chapter 1: An Introduction of 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 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 and Marketing on the Internet Chapter 15: Internet and WWW 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.

    This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.

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