02041cam a22003494i 4500 17917337 OSt 20230802095056.0 131024s2015 nyua b 001 0 eng 2013041596 9781259548147 1259548147 DLC eng LC rda pcc HF5823.B38 659.1 23 Belch, George E. 2 Advertising and promotion: an integrated marketing communications perspective. / George E. Belch & Michael A. Belch. 11th ed. New York : McGraw-Hill, 2018. xli, 731 p. : color illustrations ; 29 cm text rdacontent unmediated rdamedia volume rdacarrier 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 -- Advertising. 3 Sales promotion. 4 Communication in marketing. 5 Belch, Michael A. 6 lcc BK 9627 17127 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2023-03-23 0 HF5823.B38(11e) K/3269/0367/23 2023-05-22 00:00:00 2023-05-22 BK