Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch
- Belch, George E. (George Edward), 1951-
- Boston : McGraw-Hill Irwin, 
- Copyright Date:
- 8th ed.
- Physical Description:
- xxv, 838 pages : color illustrations ; 29 cm
- Additional Creators:
- Belch, Michael A.
- 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.
- 9780073381091 (alk. paper)
0073381098 (alk. paper)
- Includes indexes.
- Bibliography Note:
- Includes bibliographical references (pages 783-813) and indexes.
- Source of Acquisition:
- UP-PAT copy: Purchased with funds from the Louis and Virginia Benzak Business Librarian; 2010.
- Endowment Note:
- Louis and Virginia Benzak Business Librarian
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