Introduction to advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch.
Material type:
TextSeries: Irwin series in marketingPublication details: Chicago : Irwin, c1995.Edition: 3rd edDescription: xxii, 762 p. : ill. (som col.), col. maps ; 29 cmISBN: - 0256136963
- 0256136971 (international students ed.)
- HF5823 .B387
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Methodist University Library Main General Stacks | Reference | HF5823 .B387 (Browse shelf(Opens below)) | Available | 13121 | |||||||||||||
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Books
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Methodist University Library Main General Stacks | Reference | HF5823 .B387 (Browse shelf(Opens below)) | Available | 13122 |
Rev. ed. of: Introduction to advertising & promotion. 2nd ed. c1993
Includes index.
An introduction to advertising and promotion 2
The role of advertising and promotion in the marketing process 30
Organizing for advertising and promotion: The role of Ad agencies and other marketing communication organizations 60
Perspectives on consumer behavior 94
Market segmentation and positioning 130
The communication process 151
Source, message and channel factors 184
Determining advertising and promotional objectives 212
The advertising and promotions budget 236
Creative strategy: planning and development 262
Creative strategy: Implementation and evaluation 286
Media planning and strategy 316
Evaluation of broadcast media 358
Evaluation of print media: Magazines and newspapers 392
Support media 428
Direct marketing 452
Sales promotion 474
Public relations, publicity and corporate advertising 516
Personal selling 548
Measuring the effectiveness of the promotional program 566
Business to business communication 596
International advertising and promotion 616
Regulation of advertising and promotion 650
Evaluating the social, ethical, and economic aspects of advertising and promotion 678
Glossary of advertising and promotion terms 705
Endnotes 721
Subject index 756
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