000			02967cam a2200373 i 4500
005			20221109185403.0
008			120510s2012 nyua b 001 0 eng d
011			_aBIB MATCHES WORLDCAT
020			_a0071314407 _qpbk. (alk. paper)
020			_a9780071314404 _qpbk. (alk. paper)
035			_a(OCoLC)769975054
040			_aAU@ _beng _erda _cAU@ _dNz _dATU
082	0	4	_a659.1 _223
100	1		_aBelch, George E. _q(George Edward), _d1951- _eauthor. _9428579
245	1	0	_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch & Michael A. Belch.
250			_aNinth edition, global edition.
264		1	_aNew York : _bMcGraw-Hill Irwin, _c[2012]
264		4	_c©2012
300			_axxxv, 769 pages : _billustrations (some colour) ; _c28 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 721-744) and index.
505	0		_aPt 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)
588			_aMachine converted from AACR2 source record.
650		0	_aAdvertising. _9313421
650		0	_aSales promotion. _9323562
650		0	_aCommunication in marketing. _9315770
700	1		_aBelch, Michael A., _eauthor. _91058287
907			_a.b12470405 _b23-09-20 _c28-10-15
942			_cB
945			_a659.1 BEL _g1 _iA417494B _j0 _lcmain _o- _p$81.52 _q- _r- _s- _t0 _u53 _v1 _w1 _x19 _y.i13240912 _z29-10-15
998			_ab _a(2)c _b06-04-16 _cm _da _feng _gnyu _h0
999			_c1235612 _d1235612