Dr. S. R. Lasker Library Online Catalogue

Home      Library Home      Institutional Repository      E-Resources      MyAthens      EWU Home

Amazon cover image
Image from Amazon.com

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

By: Belch, George E. (George Edward), 1951-Contributor(s): Belch, Michael AMaterial type: TextTextLanguage: 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
Contents:
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: 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.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode Item holds Course reserves
E-Book E-Book Dr. S. R. Lasker Library, EWU
E-book 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) Not for loan
Text Text Dr. S. R. Lasker Library, EWU
Reserve Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-1 Not For Loan 14215
Text Text Dr. S. R. Lasker Library, EWU
Reserve Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-2 Not For Loan 14216
Text Text Dr. S. R. Lasker Library, EWU
Reserve Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-3 Not For Loan 20274
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-4 Available 20275
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-5 Available 20276
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-6 Available 20277
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-7 Available 20278
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-8 Available 20279
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-9 Checked out 20/12/2018 20280
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-10 Available 20281
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-11 Available 20282
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 659.1 BEA 2004 (Browse shelf(Opens below)) C-12 Available 20283

Integrated Marketing Communication

Total holds: 0
Browsing Dr. S. R. Lasker Library, EWU shelves, Shelving location: Circulation Section Close shelf browser (Hides shelf browser)
659.1 ARC 1994 Contemporary advertising / 659.1 ARC 2002 Contemporary advertising / 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 BEA 2004 Advertising and promotion :

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

There are no comments on this title.

to post a comment.