| Description |
xxii, 762 pages : illustrations ; 28 cm |
| Series |
The Irwin/McGraw-Hill series in marketing |
|
Irwin/McGraw-Hill series in marketing.
|
| Contents |
Pt. 1. The Role of IMC in Marketing. Ch. 1. An Introduction to Integrated Marketing Communications. Ch. 2. The Role of IMC in the Marketing Process -- Pt. 2. 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. 3. Analyzing the Communication Process. Ch. 5. The Communication Process. Ch. 6. Source, Message, and Channel Factors -- Pt. 4. Objectives and Budgeting for Integrated Marketing Communications Programs. Ch. 7. Establishing Objectives and Budgeting for the Promotional Program -- Pt. 5. 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 |
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Ch. 14. Direct Marketing and Marketing on the Internet. Ch. 15. Sales Promotion. Ch. 16. Public Relations, Publicity, and Corporate Advertising. Ch. 17. Personal Selling -- Pt. 6. Monitoring, Evaluation, and Control. Ch. 18. Measuring the Effectiveness of the Promotional Program -- Pt. 7. Special Topics and Perspectives. Ch. 19. Business-to-Business Communications. 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 |
| Notes |
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995 |
| Bibliography |
Includes bibliographical references (pages 725-743) and indexes |
| Subject |
Advertising.
|
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Communication in marketing.
|
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Sales promotion.
|
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Advertising as Topic.
|
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Communication.
|
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Marketing.
|
| Author |
Belch, George E. (George Eugene).
Introduction to advertising and promotion
|
|
Belch, Michael A.
|
| LC no. |
97028715 |
| ISBN |
0071152075 (paperback) |
|
0071160884 |
|
0256218994 |
|
