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

Author:: Belch, George E. (George Edward), 1951-
Published:: Boston : McGraw-Hill Irwin, [2009]
Copyright Date:: ©2009
Edition:: 8th ed.
Physical Description:: xxv, 838 pages : color illustrations ; 29 cm
Additional Creators:: Belch, Michael A.

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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.

Subject(s):

ISBN:

9780073381091 (alk. paper)
0073381098 (alk. paper)
9780071284400 (pbk.)
0071284400 (pbk.)

Note:

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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