| 000 | 02397cam a2200325 a 4500 | ||
|---|---|---|---|
| 001 | 15274643 | ||
| 003 | OSt | ||
| 005 | 20220211110510.0 | ||
| 008 | 080424s2009 maua 001 0 eng | ||
| 010 | _a 2008018250 | ||
| 020 | _a9780071284400 | ||
| 040 |
_aDLC _cDLC _dDLC |
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| 050 | 0 | 0 | _aHF5823.B387 |
| 082 | 0 | 0 |
_a659.1 _222 |
| 100 | 1 | _aBelch, George E. | |
| 245 | 1 | 0 |
_aAdvertising and promotion : An integrated marketing communications perspective. / _cGeorge E. Belch |
| 250 | _a8th ed. | ||
| 260 |
_aBoston: _bMcGraw-Hill Irwin, _c2009. |
||
| 300 |
_axxv,838p.: _bill.; _c29cm. |
||
| 500 | _aIncludes indexes. | ||
| 505 | _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. | ||
| 650 | 0 | _aAdvertising. | |
| 650 | 0 | _aSales promotion. | |
| 650 | 0 | _aCommunication in marketing. | |
| 700 | 1 | _aBelch, Michael A. | |
| 856 | 4 | 1 |
_3Table of contents only _uhttp://www.loc.gov/catdir/toc/ecip0816/2008018250.html |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2lcc _cBK |
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| 999 |
_c5642 _d13142 |
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