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Advertising & Promotion: an integrated marketing communications perspective / George. E. Belch & Michal A. Belch

By: Contributor(s): Material type: TextOriginal language: Eng Series: McGraw-Hill/Irwin series in marketingPublication details: New Delhi Mc Grow Hill 2004Edition: 6th EdnDescription: xxvi, 779, [67] p. : col. ill. ; 28 cmISBN:
  • 9780072536768
Subject(s): DDC classification:
  • 659.1 BEA 2004
Contents:
Table of contents Contents note 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.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-1 Available BUBTL-20034136
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-2 Available BUBTL-200310575
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-3 Available BUBTL-200310582
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-4 Available BUBTL-200310571
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-5 Available BUBTL-200310569
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-6 Available BUBTL-200310580
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-7 Available BUBTL-200310570
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-8 Available BUBTL-200310578
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-9 Not For Loan BUBTL-200310574
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-10 Not For Loan BUBTL-200310573
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-11 Not For Loan BUBTL-200310576
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-12 Available BUBTL-200310577
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-13 Available BUBTL-200310581
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-14 Available BUBTL-200310572
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-15 Available BUBTL-200310579
Books Bangladesh University of Business and Technology Library Marketing Stacks Bangladesh University of Business and Technology Library 659.1 BEA 2004 (Browse shelf(Opens below)) C-16 Available BUBTL-200310568
Total holds: 0

Includes bibliographical references (p. EN1-EN25) and index.

Table of contents
Contents note 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.

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