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

By: Contributor(s): Material type: TextTextPublication details: Boston, Massachusetts : McGraw Hill Education, c2004Edition: Sixth Edition / International EditionDescription: xxvi, 779 pages : illustrations ; 25 cmISBN:
  • 71235035
Subject(s): LOC 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
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex II General Circulation Gen. Ed. - CBA 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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