Advertising and promotion : (Record no. 1117)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02110cam a2200241 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780073404868 (h) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0073404861 (h) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780071314404 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0071314407 (pbk.) |
| 050 00 - CALL NUMBER | |
| Classification number | HF5823 |
| Item number | .B387 |
| 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 | 9th ed. , global ed |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | New York : |
| Name of publisher | McGraw-Hill/Irwin, |
| Year of publication | c2012. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xxxiv, 828 p. : |
| Other physical details | ill. (chiefly col.); |
| Dimensions | 29 cm. |
| 500 ## - NOTES | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | 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 |
| 650 #0 - SUBJECTS | |
| Topical Term | Advertising. |
| 650 #0 - SUBJECTS | |
| Topical Term | Sales promotion. |
| 650 #0 - SUBJECTS | |
| Topical Term | Communication in marketing. |
| 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 | 23/06/2014 | HF5823 .B41 | 39696 | Books | ||
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 23/06/2014 | HF5823 .B41 | 39697 | Books |