Asia Pacific University Library catalogue


Advertising and promotion: An Integrated marketing communications perspective/ George E. Belch, Michael A. Belch.

By: Belch, George E [author. ]Contributor(s): Belch, Michael A [author. ]Material type: TextTextPublication details: New York: McGraw Hill, c2024Edition: Thirteenth editionDescription: xxxi, 759 pages, Glossary-12, Endnotes-35, Name and company index-12, Subject index-12 pages : colour illustration; 28cmISBN: 9781266090608 (paperback)Subject(s): Advertising | Communication in marketing | Sales promotionLOC classification: HF5823 | .B45 2024
Contents:
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS Chapter 1: An Introduction to Integrated Marketing Communications Chapter 2: The Role of IMC in the Marketing Process  PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Chapter 4: Perspectives on Consumer Behavior PART THREE: ANALYZING THE COMMUNICATION PROCESS Chapter 5: The Communication Process  Chapter 6: Source, Message, and Channel Factors  PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS Chapter 7: Establishing Objectives and Budgeting for the Promotional Program  PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM Chapter 8: Creative Strategy: Planning and Development  Chapter 9: Creative Strategy: Implementation and Evaluation  Chapter 10: Media Planning and Strategy  Chapter 11: Evaluation of Media: Television and Radio  Chapter 12: Evaluation of Media: Magazines and Newspapers  Chapter 13: Support Media Chapter 14: Direct Marketing Chapter 15: The Internet: Digital and Social Media Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity, and Corporate Advertising  PART SIX: MONITORING, EVALUATION, AND CONTROL Chapter 18: Measuring the Effectiveness of the Promotional Program  PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES Chapter 19: International Advertising and Promotion  Chapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion 
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Item type Current library Collection Call number Copy number Status Date due Barcode
General Circulation General Circulation APU Library
Open Shelf 		Book HF5823 .B45 2024 c.1 (Browse shelf (Opens below)) 1 Available 00019160
General Circulation General Circulation APU Library
Open Shelf 		Book HF5823 .B45 2024 c.2 (Browse shelf (Opens below)) 2 Available 00019161

Includes bibliographical references and index.

PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process 

PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior

PART THREE: ANALYZING THE COMMUNICATION PROCESS
Chapter 5: The Communication Process 
Chapter 6: Source, Message, and Channel Factors 

PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program 

PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM
Chapter 8: Creative Strategy: Planning and Development 
Chapter 9: Creative Strategy: Implementation and Evaluation 
Chapter 10: Media Planning and Strategy 
Chapter 11: Evaluation of Media: Television and Radio 
Chapter 12: Evaluation of Media: Magazines and Newspapers 
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and Social Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising 

PART SIX: MONITORING, EVALUATION, AND CONTROL
Chapter 18: Measuring the Effectiveness of the Promotional Program 

PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
Chapter 19: International Advertising and Promotion 
Chapter 20: Regulation of Advertising and Promotion
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion 

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