| 000 | 02671nam a22002657a 4500 | ||
|---|---|---|---|
| 003 | APU | ||
| 005 | 20240807104838.0 | ||
| 007 | ta | ||
| 008 | 240528t2024 nyua|||| ib|| 001 0 eng d | ||
| 020 | _a9781266090608 (paperback) | ||
| 040 |
_benglish. _cAPU _dSY _aAPU |
||
| 050 |
_aHF5823 _b.B45 2024 |
||
| 100 | 1 | 0 |
_aBelch, George E., _eauthor. |
| 245 | 0 | 3 |
_aAdvertising and promotion: _bAn Integrated marketing communications perspective/ _cGeorge E. Belch, Michael A. Belch. |
| 250 | _aThirteenth edition. | ||
| 260 |
_aNew York: _bMcGraw Hill, _cc2024. |
||
| 300 |
_axxxi, 759 pages, Glossary-12, Endnotes-35, Name and company index-12, Subject index-12 pages : _bcolour illustration; _c28cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | _aPART 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 | ||
| 650 | _a Advertising | ||
| 650 | _aCommunication in marketing | ||
| 650 | _a Sales promotion | ||
| 700 | 1 | 0 |
_aBelch, Michael A. _eauthor. |
| 942 |
_2lcc _cBook |
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| 999 |
_c384088 _d384088 |
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