02669nam a2200253Ia 4500003000600000008004100006020001900047041000800066082002000074100003400094245011900128250001300247260003400260300004600294440004200340500006500382505132700447520053501774526002802309650001402337700002202351700002302373856001902396BUBTL151213s9999 xx 000 0 und d a9780072536768  hEng a659.1bBEA 2004 aG. E. Belch & Michal A. Belch aAdvertising & Promotion:ban integrated marketing communications perspective /cGeorge. E. Belch & Michal A. Belch a6th Edn. aNew DelhibMc Grow Hillc2004 axxvi, 779, [67] p. :bcol. ill. ;c28 cm. aMcGraw-Hill/Irwin series in marketing aIncludes bibliographical references (p. EN1-EN25) and index. aTable 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. aSummary: [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. aBusiness Administration aMarketing aBelch, Michael A. a Belch, George. E. k0l0yDownload