Belch, George E. <br/><br/>
Advertising and promotion: an integrated marketing communications perspective. / 
George E. Belch & Michael A. Belch. 
 - 11th ed. 
 - xli, 731 p. :  color illustrations ;  29 cm 
<br/><br/>Includes glossary and indexes. 
<br/><br/>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 --  
<br/><br/><label>ISBN: </label>9781259548147 1259548147 
<br/><br/><label>LCCN: </label>2013041596 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF5823.B38 
<br/><br/><label>Dewey Class. No.: </label>659.1