| 000 -LEADER |
|---|
| fixed length control field |
02671nam a22002657a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
APU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20240807104838.0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
|---|
| fixed length control field |
ta |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
240528t2024 nyua|||| ib|| 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781266090608 (paperback) |
| 040 ## - CATALOGING SOURCE |
|---|
| Language of cataloging |
english. |
| Transcribing agency |
APU |
| Modifying agency |
SY |
| Original cataloging agency |
APU |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.B45 2024 |
| 100 10 - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Belch, George E., |
| Relator term |
author. |
| 245 03 - TITLE STATEMENT |
|---|
| Title |
Advertising and promotion: |
| Remainder of title |
An Integrated marketing communications perspective/ |
| Statement of responsibility, etc |
George E. Belch, Michael A. Belch. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Thirteenth edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York: |
| Name of publisher, distributor, etc |
McGraw Hill, |
| Date of publication, distribution, etc |
c2024. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxxi, 759 pages, Glossary-12, Endnotes-35, Name and company index-12, Subject index-12 pages : |
| Other physical details |
colour illustration; |
| Dimensions |
28cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS <br/>Chapter 1: An Introduction to Integrated Marketing Communications <br/>Chapter 2: The Role of IMC in the Marketing Process <br/><br/>PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS <br/>Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations <br/>Chapter 4: Perspectives on Consumer Behavior <br/><br/>PART THREE: ANALYZING THE COMMUNICATION PROCESS <br/>Chapter 5: The Communication Process <br/>Chapter 6: Source, Message, and Channel Factors <br/><br/>PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS <br/>Chapter 7: Establishing Objectives and Budgeting for the Promotional Program <br/><br/>PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM <br/>Chapter 8: Creative Strategy: Planning and Development <br/>Chapter 9: Creative Strategy: Implementation and Evaluation <br/>Chapter 10: Media Planning and Strategy <br/>Chapter 11: Evaluation of Media: Television and Radio <br/>Chapter 12: Evaluation of Media: Magazines and Newspapers <br/>Chapter 13: Support Media <br/>Chapter 14: Direct Marketing <br/>Chapter 15: The Internet: Digital and Social Media <br/>Chapter 16: Sales Promotion <br/>Chapter 17: Public Relations, Publicity, and Corporate Advertising <br/><br/>PART SIX: MONITORING, EVALUATION, AND CONTROL <br/>Chapter 18: Measuring the Effectiveness of the Promotional Program <br/><br/>PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES <br/>Chapter 19: International Advertising and Promotion <br/>Chapter 20: Regulation of Advertising and Promotion <br/>Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Sales promotion |
| 700 10 - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Belch, Michael A. |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Book |
