02178cam a2200277 a 450000100090000000300040000900500170001300800410003001000170007102000180008804000180010605000170012408200140014110000210015524501040017625000120028026000390029230000290033150000220036050513430038265000170172565000210174265000320176370000220179585600830181715274643OSt20220211110510.0080424s2009    maua          001 0 eng    a  2008018250  a9780071284400  aDLCcDLCdDLC00aHF5823.B387 00a659.12221 aBelch, George E.10aAdvertising and promotion : An integrated marketing communications perspective. /cGeorge E. Belch   a8th ed.  aBoston:bMcGraw-Hill Irwin,c2009.  axxv,838p.:bill.;c29cm.  aIncludes indexes.  aContents: Introduction to integrated marketing communications: An introduction to integrated marketing communications -- The role of IMC in the marketing process -- Integrated marketing program situation analysis: Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- Analyzing the communication process: The communication process -- Source, message, and channel factors -- Objectives and budgeting for integrated  marketing communications programs: Establishing objectives and budgeting for the promotional program -- Developing the integrated marketing communications program: Creative strategy: Planning and development  -- Creative strategy: Implementation and evaluation -- Media planning and strategy -- Evaluation of broadcast media -- Evaluation of print media -- Support media -- Direct marketing -- The internet and interactive media -- Sales promotion -- Public relations, publicity, and corporate advertising -- Personal selling -- Monitoring, evaluation and control: Measuring the effectiveness of the promotional program -- Special topics and perspectives: International advertising and promotion -- Regulation of advertising and promotion -- Evaluating the social, ethical and economic aspects of advertising and promotion. 0aAdvertising. 0aSales promotion. 0aCommunication in marketing.1 aBelch, Michael A.413Table of contents onlyuhttp://www.loc.gov/catdir/toc/ecip0816/2008018250.html