000			01964cam a22002174a 4500
999			_c1115 _d1115
020			_a0073101265 (alk. paper)
020			_a9780073101262
050	0	0	_aHF5823 _b.B387
100	1		_aBelch, George E.
245	1	0	_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch & Michael A. Belch.
250			_a7th ed.
260			_aBoston : _bMcGraw-Hill Irwin, _cc2007.
300			_axxvi, 820 p. : _bcol. ill. ; _c29 cm.
500			_aIncludes index
505			_aPart 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	_aAdvertising.
650		0	_aSales promotion.
650		0	_aCommunication in marketing.
700	1		_aBelch, Michael A.
942			_cBK