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Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch

By: Contributor(s): Series: Irwin/McGraw-Hill series in marketingPublication details: Boston, Mass : McGraw-Hill/Irwin, c2004.Edition: 6th edDescription: xxvi, 779 p. ; 29 cm. + 6 DVD (4 3/4 in.) + 1 CD-ROM (4 3/4 in.)ISBN:
  • 0071216782 (pbk. : Int. ed. : shrink-wrapped)
  • 0072536864 (hbk)
  • 0071240438 (pbk. : Int. ed.)
  • 0072536764 (hbk)
Subject(s): DDC classification:
  • 659.1 BEL
Contents:
Pt. One : Introduction to Integrated Marketing Communications. Ch. 1 : An introduction to integrated Marketing Communications. Ch. 2 : The Role of IMC in the marketing Process. - Pt. Two : Integrated Marketing Program Situation Analysis. Ch. 3 : Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Ch. 4 : Perspectives on Consumer Behavior. - Pt. Three : Analyzing the Communication Process. Ch. 5 : The Communication Process. Ch. 6 ; Source, Message, and Channel Factors. - Pt. Four : Objectives and Budgeting for Integrated Marketing Communications Programs. Ch. 7 : Establishing Objectives and Budgeting for the Promotional Program. - Pt. Five : Developing the Integrated Marketing Communications Program. Ch. 8 : Creative Strategy : Planning and Development. Ch. 9 : Creative Strategy : Implementation and Evaluation. Ch. 10 : Media Planning and Strategy. Ch. 11 : Evaluation of Broadcast Media. Ch. 12 : Evaluation of Print Media. Ch. 13 : Support Media. Ch. 14 : Direct marketing. Ch. 15 : The Internet and the Interactive Media. Ch. 16 : Sales Promotion. Ch. 17 : Public Relations, Publicity, and Corporate Advertising. Ch. 18 : Personal Selling. - Pt. Six : Monitoring, Evaluation, and Control. Ch. 19 : Measuring the Effectiveness of the Promotional Program. - Pt. Seven : Special Topics and Perspectives. Ch. 20 : International Advertising and Promotion. Ch. 21 ; Regulation of Advertising and Promotion. Ch. 22 : Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion. - Glossary of Advertising and Promotion Terms. - Endnotes. - Credits and Acknowledgments. - Name and Company Index. - Subject Index.
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Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Accompanying Material (Media Resource) Taylor's Library-TU 659.1 BEL 2004 (Browse shelf(Opens below)) DVD 5 of 6 1 Available SOMAC,37000,03,RM | SOMAC,91602,03,RM 1001000065

Accompanied by : Powerweb : Advertising. ISBN 0072458267

Accompanied by 1 electronic optical disc (CD-ROM) (4 3/4 in.) : AdSim for Belch & Belch ISBN 0073041238.

Pt. One : Introduction to Integrated Marketing Communications. Ch. 1 : An introduction to integrated Marketing Communications. Ch. 2 : The Role of IMC in the marketing Process. - Pt. Two : Integrated Marketing Program Situation Analysis. Ch. 3 : Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Ch. 4 : Perspectives on Consumer Behavior. - Pt. Three : Analyzing the Communication Process. Ch. 5 : The Communication Process. Ch. 6 ; Source, Message, and Channel Factors. - Pt. Four : Objectives and Budgeting for Integrated Marketing Communications Programs. Ch. 7 : Establishing Objectives and Budgeting for the Promotional Program. - Pt. Five : Developing the Integrated Marketing Communications Program. Ch. 8 : Creative Strategy : Planning and Development. Ch. 9 : Creative Strategy : Implementation and Evaluation. Ch. 10 : Media Planning and Strategy. Ch. 11 : Evaluation of Broadcast Media. Ch. 12 : Evaluation of Print Media. Ch. 13 : Support Media. Ch. 14 : Direct marketing. Ch. 15 : The Internet and the Interactive Media. Ch. 16 : Sales Promotion. Ch. 17 : Public Relations, Publicity, and Corporate Advertising. Ch. 18 : Personal Selling. - Pt. Six : Monitoring, Evaluation, and Control. Ch. 19 : Measuring the Effectiveness of the Promotional Program. - Pt. Seven : Special Topics and Perspectives. Ch. 20 : International Advertising and Promotion. Ch. 21 ; Regulation of Advertising and Promotion. Ch. 22 : Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion. - Glossary of Advertising and Promotion Terms. - Endnotes. - Credits and Acknowledgments. - Name and Company Index. - Subject Index.

Australian Degree Programme : 24210T

Business Studies : 9707