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Introduction to advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch.

By: Contributor(s): 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.)
Subject(s): LOC classification:
  • HF5823 .B387
Contents:
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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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5823 .B387 (Browse shelf(Opens below)) Available 13121
Books 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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