000			02255nam a22002777a 4500
020			_a0070581940 _a9780070582620 _cRs.385.00
040			_aHCCL
082			_a659.1 _bBEA
100			_aBelch,George E.
245			_aAdvertising and Promotion _ban integrated Marketing Communications Perspective _cby George E. Belch and Michael A. Belch
250			_a5th ed
260			_aNew Delhi _bTata McGraw-Hill Publishing Company Limited _c2001
300			_axx,795+GL13+EN22+CR3+IN19 _b27.5cm
500			_aIncludes glossary,endnotes and index.
505			_aPt I: 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 II: Integrated Marketing Program Situation Analysis Ch 3-Organising for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Ch 4-Perspectives on Consumer Behavior Pt III:Analyzing the Communication Process Ch 5-The Communication Process Ch 6- Source, Message, and Channel Factors Pt IV:Objectives and Budgeting for Integrated Marketing Communications Programs Ch 7-Establishing Objectives and Budgeting for the Promotional Program Pt V: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 Ch 15-The Internet and Interactive Media Ch 16-Sales Promotion Ch 17-Public Relations, Publicity, and Corporate Advertising Ch 18-Personal Selling Pt VI:Monitoring, Evaluation and Control Ch 19-Measuring the EffectivenessO of the Promotional Program Pt VII:Special Topics and Perspectives 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
650			_aManagenent
650			_aMarketing
650			_aAdvertising
650			_aSales Promotion
650			_aCommunication in Marketing
700			_aBelch, Michael A.
942			_cBK
999			_c1281 _d1281