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

By: Belch, George E. (George Edward), 1951- [author.]
Contributor(s): Belch, Michael A [author.]
Language: English Publisher: New York, NY : McGraw-Hill Education, [2018]Copyright date: c2018Edition: Eleventh editionDescription: xli, 764, G-1 to G-13, E to E-32, N-1 to N-17, S to S-21 pages : color illustrations ; 29 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781259921698Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1 LOC classification: HF5823 | .B387 2018
Contents:
Part 1: An Introduction to Integrated Marketing CommunicationsChapter 1: An Introduction to Integrated Marketing CommunicationsChapter 2: The Role of IMC in the Marketing ProcessPart 2: Integrated Marketing Communications Program Situation AnalysisChapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication OrganizationsChapter 4: Perspectives on Consumer BehaviorPart 3: Analyzing the Communication ProcessChapter 5: The Communication ProcessChapter 6: Source, Message, and Channel FactorsPart 4: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter 7: Establishing Objectives and Budgeting for the Promotional ProgramPart 5: Developing the Integrated Marketing Communications ProgramChapter 8: Creative Strategy: Planning and DevelopmentChapter 9: Creative Strategy: Implementation and EvaluationChapter 10: Media Planning and StrategyChapter 11: Evaluation of Media: Television and RadioChapter 12: Evaluation of Media: Magazines and NewspapersChapter 13: Support MediaChapter 14: Direct MarketingChapter 15: The Internet: Digital and Social MediaChapter 16: Sales PromotionChapter 17: Public Relations, Publicity, and Corporate AdvertisingPart 6: Monitoring, Evaluation, and ControlChapter 18: Measuring the Effectiveness of the Promotional ProgramPart 7: Special Topics and PerspectivesChapter 19: International Advertising and PromotionChapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and PromotionChapter 22: Personal Selling (Online)
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SUBJECT REFERENCE 		659.1 B4106 2018 (Browse shelf) Available CITU-CL-48878
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Part 1: An Introduction to Integrated Marketing CommunicationsChapter 1: An Introduction to Integrated Marketing CommunicationsChapter 2: The Role of IMC in the Marketing ProcessPart 2: Integrated Marketing Communications Program Situation AnalysisChapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication OrganizationsChapter 4: Perspectives on Consumer BehaviorPart 3: Analyzing the Communication ProcessChapter 5: The Communication ProcessChapter 6: Source, Message, and Channel FactorsPart 4: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter 7: Establishing Objectives and Budgeting for the Promotional ProgramPart 5: Developing the Integrated Marketing Communications ProgramChapter 8: Creative Strategy: Planning and DevelopmentChapter 9: Creative Strategy: Implementation and EvaluationChapter 10: Media Planning and StrategyChapter 11: Evaluation of Media: Television and RadioChapter 12: Evaluation of Media: Magazines and NewspapersChapter 13: Support MediaChapter 14: Direct MarketingChapter 15: The Internet: Digital and Social MediaChapter 16: Sales PromotionChapter 17: Public Relations, Publicity, and Corporate AdvertisingPart 6: Monitoring, Evaluation, and ControlChapter 18: Measuring the Effectiveness of the Promotional ProgramPart 7: Special Topics and PerspectivesChapter 19: International Advertising and PromotionChapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and PromotionChapter 22: Personal Selling (Online)

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