Advertising and promotion : an integrated marketing communications perspectives
Publication details: Massachusetts : Irwin/McGraw-Hill, c1998 Edition: 4th edDescription: xxii, 761 p. : col. ill. ; 29 cmISBN: 0256218994Subject(s): 1. Advertising. 2. Sales promotion. 3. Communication in marketingDDC classification: 659.1 BEL| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
English Lending
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Villa College Library | Villa College Library | 659.1 BEL (Browse shelf(Opens below)) | Available | 7926 |
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Contents:
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
Includes bibliographical references and index
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