Advertising and promotion :
Belch, George E.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 9th ed. , global ed - New York : McGraw-Hill/Irwin, c2012. - xxxiv, 828 p. : ill. (chiefly col.); 29 cm.
Includes index
TABLE OF CONTENTS PART 1: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 1 An Introduction to Integrated Marketing Communications 2 The Role of IMC in the Marketing Process PART 2: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 4 Perspectives on Consumer Behavior PART 3: ANALYZING THE COMMUNICATION PROCESS 5 The Communication Process 6 Source, Message, and Channel Factors PART 4: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS 7 Establishing Objectives and Budgeting for the Promotional Program PART 5: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM 8 Creative Strategy: Planning and Development 9 Creative Strategy: Implementation and Evaluation 10 Media Planning and Strategy 11 Evaluation of Broadcast Media 12 Evaluation of Print Media 13 Support Media 14 Direct Marketing 15 The Internet and Interactive Media 16 Sales Promotion 17 Public Relations, Publicity, and Corporate Advertising PART 6: MONITORING, EVALUATION, AND CONTROL 18 Measuring the Effectiveness of the Promotional Program 19 International Advertising and Promotion 20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion 21 (online) Personal Selling 22 (online) Regulation of Advertising and Promotion
9780073404868 (h) 0073404861 (h) 9780071314404 (pbk.) 0071314407 (pbk.)
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 9th ed. , global ed - New York : McGraw-Hill/Irwin, c2012. - xxxiv, 828 p. : ill. (chiefly col.); 29 cm.
Includes index
TABLE OF CONTENTS PART 1: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 1 An Introduction to Integrated Marketing Communications 2 The Role of IMC in the Marketing Process PART 2: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 4 Perspectives on Consumer Behavior PART 3: ANALYZING THE COMMUNICATION PROCESS 5 The Communication Process 6 Source, Message, and Channel Factors PART 4: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS 7 Establishing Objectives and Budgeting for the Promotional Program PART 5: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM 8 Creative Strategy: Planning and Development 9 Creative Strategy: Implementation and Evaluation 10 Media Planning and Strategy 11 Evaluation of Broadcast Media 12 Evaluation of Print Media 13 Support Media 14 Direct Marketing 15 The Internet and Interactive Media 16 Sales Promotion 17 Public Relations, Publicity, and Corporate Advertising PART 6: MONITORING, EVALUATION, AND CONTROL 18 Measuring the Effectiveness of the Promotional Program 19 International Advertising and Promotion 20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion 21 (online) Personal Selling 22 (online) Regulation of Advertising and Promotion
9780073404868 (h) 0073404861 (h) 9780071314404 (pbk.) 0071314407 (pbk.)
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387