00000cam a22000003a 4500 UP-1685594773861938762 Buklod 20140122121649.0 g||| | || || ta 150303s2007 nyua rb |||| u|eng d 9780071260749 (pbk.) 0071260749 (pbk.) (iLib)UPBAG-00012654371 BC-63945 Php393.75 BAG rda eng HF 5823 B387 2007 Belch, George E. (George Edward) 1951- author. Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch. Seventh edition. New York, NY McGraw-Hill/Irwin ©2007. xxvi, 820 pages illustrations 26 cm. McGraw-Hill international edition. Includes bibliographical references (pages 763-789) and indexes. Part One Introduction to Integrated Marketing Communications : Chapter One An Introduction to Integrated Marketing Communications -- 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 of Ad Agencies and Other Marketing Communication Organizations -- Chapter Four Perspectives on Consumer Behavior. Part Three Analyzing the Communication Process : Chapter Five The Communication Process -- Chapter Six Source, Message, and Channel Factors. Part Four Objectives and Budgeting for Integrated Marketing Communications Programs : Chapter seven Establishing Objectives and Budgeting for the Promotional Program. Part Five Developing the Integrated Marketing Communications 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 Intertactive Media -- Chapter Sixteen Sales Promotion -- Chapter Seventeen Public Relations, 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. Advertising. Sales promotion. Communication in marketing. Communication Department of Communication SC 190 College of Arts and Communication. Belch, Michael A. author. FO UPBAG UPBAG-MAIN HF 5823 B387 2007 Book