000			02780nam a2200289Ia 4500
008			151213s9999 xx 000 0 und d
020			_a9780072536768
041			_hEng
082			_a659.1 _bBEA 2004
100			_aG. E. Belch & Michal A. Belch
245			_aAdvertising & Promotion _ban integrated marketing communications perspective / _cGeorge. E. Belch & Michal A. Belch
250			_a6th
260			_aNew Delhi _bMc Grow Hill _c2004
300			_axxvi, 779, [67] p. : _bcol. ill. ; _c28 cm.
440			_9209 _aMcGraw-Hill/Irwin series in marketing
500			_aIncludes bibliographical references (p. EN1-EN25) and index.
505			_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.
520			_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.
526			_aBusiness Administration
650			_aMarketing
650		0	_aAdvertising _9206
650		0	_aSales promotion _9207
700			_aBelch, Michael A. _9208
700			_a Belch, George. E. _9210
942			_2ddc _cBK
999			_c2662 _d2662