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Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

By: Contributor(s): Material type: TextTextPublication details: New York : McGraw-Hill/Irwin, c2009.Edition: 8th edDescription: xxv, 838 p. : ill. (chiefly col.) ; 29 cmISBN:
  • 9780071284400
Subject(s): LOC classification:
  • HF5823 .B387 2009
Contents:
Integrated marketing communications (IMC) -- IMC situation analysis -- Advertising and promotion -- Marketing communication organizations -- Communication process -- Budgeting for promotional program -- Creative strategy -- Media planning and strategy -- Broadcast media -- Print media -- Support media -- Direct marketing -- Internet and interactive media -- Sales promotion -- Public relations, publicity and corporate advertising -- Personal selling -- Measuring effectiveness of the promotional program -- International advertising and promotion -- Regulations of advertising and promotion.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books Zetech Library - Mang'u General Stacks Non-fiction HF5823.B387 2009 (Browse shelf(Opens below)) C.4 Available Z007250
Books Books Zetech Library - Mang'u General Stacks Non-fiction HF5823.B387 2009 (Browse shelf(Opens below)) C.2 Available Z005818
Books Books Zetech Library - Pioneer Reference Non-fiction HF5823.B387 2009 (Browse shelf(Opens below)) C.1 Not For Loan Z005076
Books Books Zetech Library - TRC General Stacks Non-fiction HF5823.B387 2009 (Browse shelf(Opens below)) C.3 Available Z007222

Includes bibliographical references and index.

Integrated marketing communications (IMC) -- IMC situation analysis -- Advertising and promotion -- Marketing communication organizations -- Communication process -- Budgeting for promotional program -- Creative strategy -- Media planning and strategy -- Broadcast media -- Print media -- Support media -- Direct marketing -- Internet and interactive media -- Sales promotion -- Public relations, publicity and corporate advertising -- Personal selling -- Measuring effectiveness of the promotional program -- International advertising and promotion -- Regulations of advertising and promotion.

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