TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9780071284400
AV  - HF5823 .B387 2009
PY  - 2009///
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - 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
ER  -