Advertising and promotion: an integrated marketing communications perspective. / George E. Belch & Michael A. Belch.
Material type:
TextPublisher: New York: McGraw-Hill, 2018Edition: 11th edDescription: xli, 764 p. : color illustrations ; 29 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781259548147 (11e)Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1 LOC classification: HF5823.B38| Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5823.B38 (Browse shelf) | Available | K/3030/0128/23 |
Includes bibliographical references (pages 780-810) and indexes.
Contents: Part One: Introduction to integrated marketing communication: An introduction to integrated marketing communication -- The role of IMC in the marketing process -- Part Two: Integrated marketing communications program situation analysis: Organizing for advertising and promotion: the role of Ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- Part Three: Analyzing the communication process: The communication process -- Source, message, and channel factors -- Part Four: Objectives and budgeting for integrated marketing communications programs -- Establishing objectives and budgeting for the promotional program -- Part Five: Developing the integrated marketing communications program -- Creative
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