TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 0072536764 (alk. paper)
AV  - HF5823 .B387 2004
U1  - 659.1 
PY  - 2004///
CY  - Boston
PB  - McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - 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; BA
N2  - 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
UR  - https://www.worldcat.org/title/advertising-and-promotion-an-integrated-marketing-communications-perspective/oclc/51476939&referer=brief_results
UR  - http://lib.ewubd.edu/ebook/3675
ER  -