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Advertising and promotion : an integrated marketing communications perspective / George E. Belch and Michael A. Belch

By: Belch, George E [author]Contributor(s): Belch, Michael A [co-author]Material type: Text

TextPublication details: Boston : McGraw-Hill, c2004Edition: Sixth Edition / International EditionDescription: xxvi, 779 pages : illustrations ; 25 cmISBN: 71235035Subject(s): ADVERTISING | SALES PROMOTION | COMMUNICATION IN MARKETINGLOC classification: HF 5823 .B387 2004

Contents:

Part 1: The Role of IMC in Marketing -- Chapter 1: An Introduction of Integrated Marketing Communications -- Chapter 2: The Role of IMC in the Marketing Process -- Part 2: Integrated Marketing Program Situation Analysis -- Chapter 3: Organizing for Advertising and Promotion -- Chapter 4: Perspectives on Consumer Behavior -- Part 3: Analyzing the Communication Process -- Chapter 5: The Communication Process -- Chapter 6: Source, Message, and Channel Factors -- Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs -- Chapter 7: Establishing Objectives and Budgeting for the Promotional Program -- Part 5: Developing the Integrated marketing Communications Program -- Chapter 8: Creative Strategy: Planning and Development -- Chapter 9: Creative Strategy: Implementation and Evaluation -- Chapter 10: Media Planning and Strategy -- Chapter 11: Evaluation of Broadcast Media -- Chapter 12: Evaluation of Print Media -- Chapter 13: Support Media -- Chapter 14: Direct Marketing and Marketing on the Internet -- Chapter 15: Internet and WWW -- Chapter 16: Sales Promotion -- Chapter 17: Public Relations, Publicity, and Corporate Advertising -- Chapter 18:Personal Selling -- Part 6: Monitoring, Evaluation, and Control -- Chapter 19: Measuring the Effectiveness of the Promotional Program -- Part 7: Special Topics and Perspectives -- Chapter 20: International Advertising and Promotion -- Chapter 21: Regulation of Advertising and Promotion -- Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Gen. Ed. - CBA	General Circulation	GC HF 5823 .B387 2004 (Browse shelf (Opens below))	c.1	Available		NULIB000006067

Includes index.

Part 1: The Role of IMC in Marketing --
Chapter 1: An Introduction of Integrated Marketing Communications --
Chapter 2: The Role of IMC in the Marketing Process --
Part 2: Integrated Marketing Program Situation Analysis --
Chapter 3: Organizing for Advertising and Promotion --
Chapter 4: Perspectives on Consumer Behavior --
Part 3: Analyzing the Communication Process --
Chapter 5: The Communication Process --
Chapter 6: Source, Message, and Channel Factors --
Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs --
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program --
Part 5: Developing the Integrated marketing Communications Program --
Chapter 8: Creative Strategy: Planning and Development --
Chapter 9: Creative Strategy: Implementation and Evaluation --
Chapter 10: Media Planning and Strategy --
Chapter 11: Evaluation of Broadcast Media --
Chapter 12: Evaluation of Print Media --
Chapter 13: Support Media --
Chapter 14: Direct Marketing and Marketing on the Internet --
Chapter 15: Internet and WWW --
Chapter 16: Sales Promotion --
Chapter 17: Public Relations, Publicity, and Corporate Advertising --
Chapter 18:Personal Selling --
Part 6: Monitoring, Evaluation, and Control --
Chapter 19: Measuring the Effectiveness of the Promotional Program --
Part 7: Special Topics and Perspectives --
Chapter 20: International Advertising and Promotion --
Chapter 21: Regulation of Advertising and Promotion --
Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

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