TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective.
SN  - 9781259548147 (11e)
AV  - HF5823.B38 
U1  - 659.1 23
PY  - 2018///
CY  - New York
PB  - McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - 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
ER  -