TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9781259921698
AV  - HF5823 .B387 2018
U1  - 659.1 23
PY  - 2018///]
CY  - New York, NY
PB  - McGraw-Hill Education
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - 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)
ER  -