TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: An Integrated marketing communications perspective
SN  - 9781266090608 (paperback)
AV  - HF5823 .B45 2024
PY  - 2024///
CY  - New York
PB  - McGraw Hill
KW  -  Advertising
KW  - Communication in marketing
KW  -  Sales promotion
N1  - 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 
ER  -