TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 71235035
AV  - HF 5823 .B387 2004 
PY  - 2004///
CY  - Boston, Massachusetts
PB  - McGraw Hill Education
KW  - SALES PROMOTION
N1  - 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
ER  -