02397cam a2200325 a 4500 15274643 OSt 20220211110510.0 080424s2009 maua 001 0 eng 2008018250 9780071284400 DLC DLC DLC HF5823.B387 659.1 22 Belch, George E. Advertising and promotion : An integrated marketing communications perspective. / George E. Belch 8th ed. Boston: McGraw-Hill Irwin, 2009. xxv,838p.: ill.; 29cm. Includes indexes. Contents: 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. Advertising. Sales promotion. Communication in marketing. Belch, Michael A. Table of contents only http://www.loc.gov/catdir/toc/ecip0816/2008018250.html 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 5642 13142 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-07-16 0 HF5823.B387 7903/330/15 2015-07-16 00:00:00 2015-07-16 BK