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

By: Contributor(s): Material type: TextTextPublisher: New York : McGraw-Hill Irwin, [2012]Copyright date: ©2012Edition: Ninth edition, global editionDescription: xxxv, 769 pages : illustrations (some colour) ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0071314407
  • 9780071314404
Subject(s): DDC classification:
  • 659.1 23
Contents:
Pt 1 Introduction to integrated marketing communications -- 1. An introduction to integrated marketing communications -- 2. The role of IMC in the marketing process -- Pt 2 Integrated marketing communications program situation analysis -- 3. Organizing for advertising and promotion: the role of ad agencies and other marketing communication organizations -- 4. Perspectives on consumer behavior -- Pt 3 Analyzing the communication process -- 5. The communication process -- 6. Source, message, and channel factors -- Pt 4 Objectives and budgeting for integrated marketing communications programs -- 7. Establishing objectives and budgeting for the promotional program -- Pt 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 media: television and radio -- 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 -- Pt 6 Monitoring, evaluation, and control 18. Measuring the effectiveness of the promotional program -- Pt 7 Special topics and perspectives --19. International advertising and promotion -- 20. Evaluating the social, ethical, and economic aspects of advertising and promotion -- 21. Personal selling (online) -- 22. Regulation of advertising and promotion (online)
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Includes bibliographical references (pages 721-744) and index.

Pt 1 Introduction to integrated marketing communications -- 1. An introduction to integrated marketing communications -- 2. The role of IMC in the marketing process -- Pt 2 Integrated marketing communications program situation analysis -- 3. Organizing for advertising and promotion: the role of ad agencies and other marketing communication organizations -- 4. Perspectives on consumer behavior -- Pt 3 Analyzing the communication process -- 5. The communication process -- 6. Source, message, and channel factors -- Pt 4 Objectives and budgeting for integrated marketing communications programs -- 7. Establishing objectives and budgeting for the promotional program -- Pt 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 media: television and radio -- 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 -- Pt 6 Monitoring, evaluation, and control 18. Measuring the effectiveness of the promotional program -- Pt 7 Special topics and perspectives --19. International advertising and promotion -- 20. Evaluating the social, ethical, and economic aspects of advertising and promotion -- 21. Personal selling (online) -- 22. Regulation of advertising and promotion (online)

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