TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 0071314407
U1  - 659.1 23
PY  - 2012///]
CY  - New York
PB  - McGraw-Hill Irwin
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - 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)
ER  -