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

By: Belch, George E.
Contributor(s): Belch, Michael A.
Series: Irwin/McGraw-Hill series in marketing.Publisher: Boston, Mass : McGraw-Hill/Irwin, c2004Edition: 6th ed.Description: 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): Advertising | Communication in marketing | Sales promotionDDC classification: 659.1
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.
Item type Current location Shelf location Call number Vol info Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 6

 659.1 BEL (Browse shelf) 1 Available SOMAC,09030,03,RM | SOMAC,91602,03,RM 5000035788
Accompanying Material (Media Resource) Taylor's Library-TU
659.1 BEL (Browse shelf) 1 Available SLASx,05000,03,GR|SOCxx,91602,03,RM 1000510708
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 6

 659.1 BEL (Browse shelf) 1 Available SOMAC,09030,03,RM | SOMAC,91602,03,RM 5000032798
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 6

 659.1 BEL (Browse shelf) 1 Available SOMAC,09030,03,RM | SOMAC,91602,03,RM 5000032754
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 6

 659.1 BEL (Browse shelf) 1 Available SOMAC,37000,03,GR | SOMAC,91602,03,RM 5000035565
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 6

 659.1 BEL (Browse shelf) 1 Available SOMAC,09030,03,RM | SOMAC,91602,03,RM 5000097892
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 6

 659.1 BEL (Browse shelf) 1 Available TBSxx,34007,03,GR | SOCxx,91602,03,RM 5000019848
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 6

 659.1 BEL (Browse shelf) 1 Available TBSxx,34007,03,GR | SOCxx,91602,03,RM 5000019219
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 6

 659.1 BEL (Browse shelf) 1 Available GENLS,GENLS,03,GR | SOCxx,91602,03,RM 5000097989
Accompanying Material (Media Resource) Taylor's Library-TU
659.1 BEL 2004 (Browse shelf) DVD 1 of 6 1 Available SOMAC,09030,03,RM | SOMAC,91602,03,RM 1001000060
Accompanying Material (Media Resource) Taylor's Library-TU
659.1 BEL 2004 (Browse shelf) DVD 2 of 6 1 Available SOMAC,09030,03,RM | SOMAC,91602,03,RM 1001000061
Accompanying Material (Media Resource) Taylor's Library-TU
659.1 BEL 2004 (Browse shelf) DVD 3 of 6 1 Available SOMAC,09030,03,RM | SOMAC,91602,03,RM 1001000063
Accompanying Material (Media Resource) Taylor's Library-TU
659.1 BEL (Browse shelf) DVD 4 of 6 1 Available SOMAC,37000,03,RM|SOMAC,91602,03,RM| 1001000062
Accompanying Material (Media Resource) Taylor's Library-TU
659.1 BEL 2004 (Browse shelf) DVD 5 of 6 1 Available SOMAC,37000,03,RM | SOMAC,91602,03,RM 1001000065
Accompanying Material (Media Resource) Taylor's Library-TU
659.1 BEL 2004 (Browse shelf) DVD 6 of 6 1 Available SOMAC,37000,03,RM | SOMAC,91602,03,RM 1001000064

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