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Advertising and Promotion: An Integrated Marketing Communications Perspective, 10/E (Paperback)
George Belch, Michael Belch

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Table of Content
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 Media: Television and Radio
Chapter Twelve: Evaluation of Media: Magazines and Newspapers
Chapter Thirteen: Support Media
Chapter Fourteen: Direct Marketing
Chapter Fifteen: The Internet: Digital and Social Media
Chapter Sixteen: Sales Promotion
Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising
Part Six: Monitoring, Evaluation, and Control Chapter Eighteen: Measuring the Effectiveness of the Promotional Program
Part Seven: Special Topics and Perspectives Chapter Nineteen: International Advertising and Promotion
Chapter Twenty: Regulation of Advertising and Promotion
Chapter Twenty-One: Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion
Chapter Twenty-Two (Available in Create and ebook): Personal Selling

Product Details 
ISBN-13 : 978-9814575119
ISBN-10 : 9814575119
Publisher : McGraw-Hill Education
Publication Year : 2015
Edition No : 10
Paperback : 808 pages
Shipping Weight : 1.820 Kg
Dimensions: 10.5 x 8.3 x 1 inches
Print Origin : Singapore
Edition Type : International Student Edition(ISE)
Language : English