Advertising and Promotion an integrated Marketing Communications Perspective

Bibliographic Details
Main Author: Belch,George E.
Other Authors: Belch, Michael A.
Format: Book
Language:English
Published: New Delhi Tata McGraw-Hill Publishing Company Limited 2003
Edition:6th ed
Subjects:
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020 |a 0070581940  |a 9780070582620  |c Rs.385.00 
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100 |a Belch,George E. 
245 |a Advertising and Promotion  |b an integrated Marketing Communications Perspective  |c by George E. Belch and Michael A. Belch 
250 |a 6th ed 
260 |a New Delhi  |b Tata McGraw-Hill Publishing Company Limited  |c 2003 
300 |a xxvi,780+GL14+EN25+CR3+IN23  |b 27.5cm 
500 |a Includes glossary,endnotes and index. 
505 |a Pt I: Introduction to Integrated Marketing Communications Ch 1-An Introduction toIntegrated Marketing Communications Ch 2- The Role Of IMC in the Marketing Process Pt II: Integrated Marketing Program Situation Analysis Ch 3-Organising for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organisations Ch 4-Perspectives on Consumer Behaviour Pt III:Analyzing the Communication Process Ch 5-The Communication Process Ch 6- Source, Message, and Channel Factors Pt IV:Objectives and Budgeting for Integrated Marketing Communications Programs Ch 7-Establishing Objectives and Budgeting for the Promotional Program Pt V:Developing the Integrated Marketing Communications Program Ch 8-Creative Strategy: Planning and Development Ch 9-Creative Strategy: Implementation and Evaluation Ch 10-Media Planning and Strategy Ch 11-Evaluation of Broadcast Media Ch 12-Evaluation of Print Media Ch 13-Support Media Ch 14-Direct Marketing Ch 15-The Internet and Interactive Media Ch 16-Sales Promotion Ch 17-Public Relations, Publicity, and Corporate Advertising Ch 18-Personal Selling Pt VI:Monitoring, Evaluation and Control Ch 19-Measuring the Effectiveness of the Promotional Program Pt VII:Special Topics and Perspectives Ch 20-International Advertising and Promotion Ch 21-Regulation of Advertising and Promotion Ch 22-Evaluating the Social,Ethical and Economic Aspects of Advertising and Promotion 
650 |a Managenent 
650 |a Marketing 
650 |a Advertising 
650 |a Sales Promotion 
650 |a Communication in Marketing 
700 |a Belch, Michael A. 
942 |c BK 
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