TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion : An integrated marketing communications perspective.
SN  - 9780071284400
AV  - HF5823.B387  
U1  - 659.1 22
PY  - 2009///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Includes indexes; 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
UR  - http://www.loc.gov/catdir/toc/ecip0816/2008018250.html
ER  -