Advertising and Promotion
Material type:
TextPublication details: Tata Mcgraw hill 2001 New DelhiEdition: 5thDescription: 795pISBN: - 9780070473829
- 659.1 BEL-A
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Reference Book
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Amity Central Library ABS | Reference | 659.1 BEL-A (Browse shelf(Opens below)) | Link to resource | Not For Loan | 2898ABS |
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| 659 AHU-A Advertising Public Relations | 659.1 ADI-A Advertising Theory & Practice | 659.1 ADV-A Advertising Theory & Practice | 659.1 BEL-A Advertising and Promotion | 659.1 BEL-A Advertising and Promotion : An Integrated Marketing Communications Perspective | 659.1 BRI-A THE ADVERTISING HANDBOOK | 659.1 CHU-A An Introduction to Advertising and Marketing Research |
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)
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