Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN-10: 0073404861

ISBN-13: 9780073404868

Edition: 9th 2012

List price: $113.99 Buy it from $5.93
This item qualifies for FREE shipping

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

Description:

Used Starting from $75.62
New Starting from $308.57
what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Business Ethics Online content $4.95 $1.99
Add to cart
Study Briefs
Business Law Online content $4.95 $1.99
Add to cart
Study Briefs
Management Online content $4.95 $1.99

Customers also bought

Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $113.99
Edition: 9th
Copyright year: 2012
Publisher: McGraw-Hill Higher Education
Publication date: 2/1/2011
Binding: Hardcover
Pages: 864
Size: 8.50" wide x 10.75" long x 1.25" tall
Weight: 4.664
Language: English

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

Introduction to Integrated Marketing Communications
An Introduction to Integrated Marketing Communications
The Role of IMC in the Marketing Process
Integrated Marketing Program Situation Analysis
Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Perspectives on Consumer Behavior
Analyzing the Communication Process
The Communication Process
Source, Message, and Channel Factors
Objectives and Budgeting for Integrated Marketing Communications Programs
Establishing Objectives and Budgeting for the Promotional Program
Developing the Integrated Marketing Communications Program
Creative Strategy: Planning and Development
Creative Strategy: Implementation and Evaluation
Media Planning and Strategy
Evaluation of Broadcast Media
Evaluation of Print Media
Support Media
Direct Marketing
The Internet and Interactive Media
Sales Promotion
Public Relations, Publicity, and Corporate Advertising
Monitoring, Evaluation, and Control
Measuring the Effectiveness of the Promotional Program
International Advertising and Promotion
Regulation of Advertising and Promotion
Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion
Personal Selling
×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×