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Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

By: Contributor(s): Material type: TextPublication details: New York : McGraw-Hill/Irwin, c2012.Edition: 9th ed. , global edDescription: xxxiv, 828 p. : ill. (chiefly col.); 29 cmISBN:
  • 9780073404868 (h)
  • 0073404861 (h)
  • 9780071314404 (pbk.)
  • 0071314407 (pbk.)
Subject(s): LOC classification:
  • HF5823 .B387
Contents:
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
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Holdings
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 .B41 (Browse shelf(Opens below)) Available 39696
Books Methodist University Library Main General Stacks Reference HF5823 .B41 (Browse shelf(Opens below)) Available 39697

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

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