Belch, George E. <br/><br/>
Advertising and promotion : An integrated marketing communications perspective. / 
George E. Belch  
 - 8th ed. 
 - Boston:  McGraw-Hill Irwin,  2009. 
 - xxv,838p.:  ill.;  29cm. 
<br/><br/> Includes indexes. 
<br/><br/>Contents: Introduction to integrated marketing communications: An introduction to integrated marketing communications -- The role of IMC in the marketing process -- Integrated marketing program situation analysis: Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- Analyzing the communication process: The communication process -- Source, message, and channel factors -- Objectives and budgeting for integrated  marketing communications programs: Establishing objectives and budgeting for the promotional program -- Developing the integrated marketing communications program: Creative strategy: Planning and development  -- Creative strategy: Implementation and evaluation -- Media planning and strategy -- Evaluation of broadcast media -- Evaluation of print media -- Support media -- Direct marketing -- The internet and interactive media -- Sales promotion -- Public relations, publicity, and corporate advertising -- Personal selling -- Monitoring, evaluation and control: Measuring the effectiveness of the promotional program -- Special topics and perspectives: International advertising and promotion -- Regulation of advertising and promotion -- Evaluating the social, ethical and economic aspects of advertising and promotion. 
<br/><br/><label>ISBN: </label>9780071284400 
<br/><br/><label>LCCN: </label>2008018250 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF5823.B387  
<br/><br/><label>Dewey Class. No.: </label>659.1