Advertising and promotion : (Record no. 1116)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01949nam a2200217Ia 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780071284400 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0071284400 (pbk.) |
| 050 ## - CALL NUMBER | |
| Classification number | HF5823 |
| Item number | .B41 |
| 100 1# - AUTHOR | |
| Personal name | Belch, George E. |
| 245 10 - TITLE | |
| Title | Advertising and promotion : |
| Remainder of title | an integrated marketing communications perspective / |
| Statement of responsibility, etc | George E. Belch & Michael A. Belch. |
| 250 ## - EDITION | |
| Edition statement | 8th ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Maidenhead : |
| Name of publisher | McGraw-Hill, |
| Year of publication | 2008. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xxv, 838 p. ; |
| Dimensions | 28 cm. |
| 500 ## - NOTES | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | Part 1: The Role of IMC in Marketing 1: An Introduction of 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 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 and Marketing on the Internet 15: Internet and WWW 16: Sales Promotion 17: Public Relations, Publicity, and Corporate Advertising 18: Personal Selling Part 6: Monitoring, Evaluation, and Control 19: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives 20: International Advertising and Promotion 21: Regulation of Advertising and Promotion 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion |
| 650 #0 - SUBJECTS | |
| Topical Term | Communication in marketing. |
| 650 #0 - SUBJECTS | |
| Topical Term | Sales promotion. |
| 650 #0 - SUBJECTS | |
| Topical Term | Advertising. |
| 700 1# - OTHER AUTHORS | |
| Personal name | Belch, Michael A. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 23/10/2013 | HF5823 .B41 | 38603 | Books | ||
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 23/10/2013 | HF5823 .B41 | 37586 | Books |