000			02767cam a22002534a 4500
999			_c3556 _d3556
008			060303s2007 maua b 001 0 eng
020			_a0073101265 (alk. paper)
020			_a9780071105897
082	0	0	_a659.1 _223 _bBEL
084			_a85.40 _2bcl
100	1		_aBelch, George E. _q(George Edward), _d1951-
245	1	0	_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch & Michael A. Belch.
250			_a7th ed.
260			_aBoston : _bMcGraw-Hill Irwin, _cc2007.
300			_axxvi, 820 p. : _bcol. ill. ; _c29 cm.
505			_aPart One- Introduction to Integrated Marketing Communication: Chapter One- An Introduction to Integrated Marketing Communication; Chapter Two- The Role of IMC in the Marketing Process; Part Two- Integrated Marketing Program Situation Analysis: Chapter Three- Organizing for Advertising and Promotion: The Role for Ad agencies and other Marketing Communication Organizations; Chapter Four- Perspective on Consumer Behavior; Part Three- Analyzing the Communications Process: Chapter Five- The Communication Process; Chapter Six- Source, message and Channel Factors; Part Four- Objectives and Budgeting for integrated marketing Communication Programs: Chapter Seven- Establishing Objectives and Budgeting for the Promotional Program; Part Five- Developing the Integrated Marketing Communication Program: Chapter Eight- Creative Strategy: Planning and Development; Chapter Nine- Creative Strategy: Implementation and Evaluation; Chapter Ten- Media Planning and Strategy; Chapter Eleven- Evaluation of Broadcast Media; Chapter Twelve- Evaluation of Print Media; Chapter Thirteen- Support Media; Chapter Fourteen- Direct Marketing; Chapter Fifteen- The Internet and Interactive Media; Chapter Sixteen- Sales Promotion; Chapter Seventeen- Public relation, Publicity and Corporate Advertising; Chapter Eighteen- Personal Selling; Part Six- Monitoring, Evaluation and Control: Chapter Nineteen- Measuring the Effectiveness of the Promotional Program; Part Seven- Special Topics and Perspectives: Chapter Twenty- International Advertising and Promotion; Chapter Twenty-one- Regulation of Advertising and Promotion; Chapter Twenty-Two- Evaluating the Social, Ethical and Economic Aspects of Advertising and Promotion; GLOSSARY OF ADVERTISING AND PROMOTION TERMS; ENDNOTES; CREDIT AND ACKNOWLEDGEMENTS; NAME AND COMPANY INDEX; SUBJECT INDEX.
650		0	_aAdvertising.
650		0	_aSales promotion.
650		0	_aCommunication in marketing.
700	1		_aBelch, Michael A.
906			_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg
942			_2ddc _cBK