000			02041cam a22003494i 4500
001			17917337
003			OSt
005			20230802095056.0
008			131024s2015 nyua b 001 0 eng
010			_a 2013041596
020			_a9781259548147
020			_a1259548147
040			_aDLC _beng _cLC _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, 731 p. : _bcolor illustrations ; _c29 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes glossary and indexes.
505			_aContents: 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 --
650		0	_aAdvertising. _93
650		0	_aSales promotion. _94
650		0	_aCommunication in marketing. _95
700	1		_aBelch, Michael A. _96
942			_2lcc _cBK
999			_c9627 _d17127