Advertising and promotion: an integrated marketing communications perspective. / George E. Belch & Michael A. Belch.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5823.B38(11e) (Browse shelf) | Available | K/3269/0367/23 |
Includes glossary and indexes.
Contents: 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 --
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