Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
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TextLanguage: English Series: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill, c2004. Edition: 6th edDescription: xxvi, 779, [67] p. : col. ill. ; 28 cmISBN: 0072536764 (alk. paper); 9780072536768 ; 0071214380 (international : alk. paper); 9780071214384Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1 LOC classification: HF5823 | .B387 2004Online resources: WorldCat details | E-book Fulltext | Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds | Course reserves |
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| 659.1 BEA 2004 Advertising and promotion : | 659.1 BEA 2004 Advertising and promotion : | 659.1 BEA 2004 Advertising and promotion : | 659.1 BEA 2004 Advertising and promotion : | 659.1 DYA 1988 Advertising as communication / | 659.1 GOL 2002 The language of advertising : | 659.1 GOL 2002 The language of advertising : |
Includes bibliographical references (p. EN1-EN25) and index.
TOC Introduction to integrated marketing communications: Introduction to integrated marketing communications; 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 consumer behavior --
Analyzing the communication process: 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; Internet and interactive media; Sales promotion; Public relation, publicity, and corporate advertising; Personal selling --
Monitoring, evaluate, 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 --
Glossary.
Summary:
[In this book, the author] reflect[s] the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. [He] conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.-http://www.amazon.com.
BA
Sagar Shahanawaz
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