TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
AU  - Belch,George E.
TI  - Advertising and promotion: an integrated marketing communications perspective 
T2  - Irwin/McGraw-Hill series in marketing
SN  - 0256218994
AV  - HF5823 .B387 1998
U1  - 659.1 21
PY  - 1998///
CY  - Boston, Mass
PB  - Irwin/McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995; Includes bibliographical references (p. 725-743) and indexes; Pt. 1; The Role of IMC in Marketing; Ch. 1; An Introduction to Integrated Marketing Communications; Ch. 2; The Role of IMC in the Marketing Process --; Pt. 2; Integrated Marketing Program Situation Analysis; Ch. 3; Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations; Ch. 4; Perspectives on Consumer Behavior --; Pt. 3; Analyzing the Communication Process; Ch. 5; The Communication Process; Ch. 6; Source, Message, and Channel Factors --; Pt. 4; Objectives and Budgeting for Integrated Marketing Communications Programs; Ch. 7; Establishing Objectives and Budgeting for the Promotional Program --; Pt. 5; 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 and Marketing on the Internet; Ch. 15; Sales Promotion; Ch. 16; Public Relations, Publicity, and Corporate Advertising; Ch. 17; Personal Selling --; Pt. 6; Monitoring, Evaluation, and Control; Ch. 18; Measuring the Effectiveness of the Promotional Program --; Pt. 7; Special Topics and Perspectives; Ch. 19; Business-to-Business Communications; 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; Glossary of Advertising and Promotion Terms
UR  - http://213.55.83.214:8080/cgi-bin/koha/cataloguing/addbiblio.pl
ER  -