Advertising and promotion: an integrated marketing communications perspective. / George E. Belch & Michael A. Belch.
Material type:
TextPublisher: New York : McGraw-Hill, 2018Edition: 11th edDescription: xli, 731 p. : color illustrations ; 29 cmContent type: - text
- unmediated
- volume
- 9781259548147
- 1259548147
- 659.1 23
- HF5823.B38
| Cover image | Item type | Current library | Home library | Collection | Shelving location | Call number | Materials specified | Vol info | URL | Copy number | Status | Notes | Date due | Barcode | Item holds | Item hold queue priority | Course reserves | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Books
|
WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5823.B38(11e) (Browse shelf(Opens below)) | Available | K/3269/0367/23 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY shelves,Shelving location: General Stacks Close shelf browser (Hides shelf browser)
| HF5823.B38(12e) Advertising and promotion : an integrated marketing communications perspective. / | HF5415.13.M361(3e) Marketing management. / | HF5415.32.H69(7e) Consumer behavior. / | HF5823.B38(11e) Advertising and promotion: an integrated marketing communications perspective. / | HN90.M3.T35(3e) Taking sides : clashing views on controversial isses in mass media and society. / | PE1408.H27(5e) Rules for writers. / | PE1431.R68(4e) Elements of argument : a text and reader./ |
Includes glossary and indexes.
Contents: Introduction to integrated marketing communications -- The role of IMC in the marketing process -- Organizing for advertising and promotion: the role of Ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- The communication process -- Source, message and channel factors -- Establishing objectives and budgeting for the promotional program -- Creative strategy: planning and development -- Creative strategy: implementation and evaluation -- Media planning and strategy -- Evaluation of media: television and media -- Evaluation of media: magazines and newspapers -- Support media -- Direct marketing -- The Internet: digital and social media -- Sales promotion -- Public relations, publicity and corporate advertising -- Measuring the effectiveness of the promotional program -- International advertising and promotion -- Regulation of advertising and promotion -- Evaluating the social, ethical and economic aspects of advertising and promotion -- Personal selling --
There are no comments on this title.