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Advertising and promotion: an integrated marketing communication perspective

By: Belch, George EContributor(s): Belch, Michael A | Purani, KeyoorMaterial type: TextTextPublication details: New Delhi McGraw Hill Education (India) Pvt. Ltd. 2016 Edition: 9thDescription: xl, 1016 pISBN: 9781259026850Subject(s): Advertising | Sales PromotionDDC classification: 659.1 Summary: As the first definitive text to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications (IMC) strategy, this new special Indian edition of Advertising and Promotion continues to provide the most comprehensive and current knowledge for teaching the subject from an IMC Perspective. Built around an integrated marketing communications planning model, it recognizes the importance of coordinating all elements of the promotional mix to develop and implement an effective communications program.
List(s) this item appears in: Marketing | Public Policy & General Management
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Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book Indian Institute of Management LRC
General Stacks
Marketing 659.1 BEL (Browse shelf(Opens below)) 1 Available 000570
Book Book Indian Institute of Management LRC
General Stacks
Marketing 659.1 BEL (Browse shelf(Opens below)) 2 Available 000074
Book Book Indian Institute of Management LRC
General Stacks
Marketing 659.1 BEL (Browse shelf(Opens below)) 3 Available 000075
Book Book Indian Institute of Management LRC
General Stacks
Marketing 659.1 BEL (Browse shelf(Opens below)) 4 Available 000076
Book Book Indian Institute of Management LRC
General Stacks
Marketing 659.1 BEL (Browse shelf(Opens below)) 5 Available 000077
Book Book Indian Institute of Management LRC
General Stacks
Marketing 659.1 BEL (Browse shelf(Opens below)) 6 Available 000078
Book Book Indian Institute of Management LRC
General Stacks
Marketing 659.1 BEL (Browse shelf(Opens below)) 7 Available 000079
Book Book Indian Institute of Management LRC
General Stacks
Marketing 659.1 BEL (Browse shelf(Opens below)) 8 Available 000080

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 Print Media Chapter Thirteen: Support Media Chapter Fourteen: Direct Marketing Chapter Fifteen: The Internet and Interactive 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 Chapter Nineteen: International Advertising and Promotion Chapter Twenty: Regulation of Advertising and Promotion Chapter Twenty-One: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Chapter Twenty-Two (Web): Personal Selling (online)

As the first definitive text to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications (IMC) strategy, this new special Indian edition of Advertising and Promotion continues to provide the most comprehensive and current knowledge for teaching the subject from an IMC Perspective. Built around an integrated marketing communications planning model, it recognizes the importance of coordinating all elements of the promotional mix to develop and implement an effective communications program.

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