000			02110cam a2200241 a 4500
999			_c1117 _d1117
020			_a9780073404868 (h)
020			_a0073404861 (h)
020			_a9780071314404 (pbk.)
020			_a0071314407 (pbk.)
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			_a9th ed. , global ed
260			_aNew York : _bMcGraw-Hill/Irwin, _cc2012.
300			_axxxiv, 828 p. : _bill. (chiefly col.); _c29 cm.
500			_aIncludes index
505			_aTABLE 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	_aAdvertising.
650		0	_aSales promotion.
650		0	_aCommunication in marketing.
700	1		_aBelch, Michael A.
942			_cBK