000			01940cam a22003614i 4500
001			17917337
003			OSt
005			20230913163954.0
008			131024s2015 nyua b 001 0 eng
010			_a 2013041596
020			_a9781259548147 (11e)
040			_aWIUC - GH _beng _cWIUC - GH _erda
042			_apcc
050	0	0	_aHF5823.B38
082	0	0	_a659.1 _223
100	1		_aBelch, George E. _92
245	1	0	_aAdvertising and promotion: an integrated marketing communications perspective. / _cGeorge E. Belch & Michael A. Belch.
250			_a11th ed
264		1	_aNew York: _bMcGraw-Hill, _c2018
300			_axli, 764 p. : _bcolor illustrations ; _c29 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references (pages 780-810) and indexes.
505			_aContents: Part One: Introduction to integrated marketing communication: An introduction to integrated marketing communication -- The role of IMC in the marketing process -- Part Two: Integrated marketing communications program situation analysis: Organizing for advertising and promotion: the role of Ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- Part Three: Analyzing the communication process: The communication process -- Source, message, and channel factors -- Part Four: Objectives and budgeting for integrated marketing communications programs -- Establishing objectives and budgeting for the promotional program -- Part Five: Developing the integrated marketing communications program -- Creative
650		0	_aAdvertising. _93
650		0	_aSales promotion. _94
650		0	_aCommunication in marketing. _95
700	1		_aBelch, Michael A. _96
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c10052 _d17552