000			02518cam a22003134a 4500
005			20250522070512.0
020			_a9781266090608 _cTZS 117,450/=
020			_a9781266149061
020			_a9781266854668
020			_a1266149066
020			_a1266854665
020			_a1266090606
040			_aMUL _beng _eAACR
082	0	0	_a659.1 BEL
100	1		_aBELCH, George E.
245	1	0	_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch(Author) and Michael A. Belch (Author).
250			_a13th ed.
260			_aNew York : _bMcGraw-Hill, _cc2024.
300			_axxvi, 759p. : _bcol. ill. ; _c29 cm.
504			_aIncludes bibliographical references and index.
505			_aAn Introduction to Integrated Marketing Communications The Role of IMC in the Marketing Process Organizing for Advertising and Promotion : The Role of Ad Agencies and Other Marketing Communication Organizations Perspectives on Consumer Behavior The Communication Process Source, Message, and Channel Factors Establishing Objectives and Budgeting for the Promotional Program Creatie Strategy : Planning and Development Creative Strategy : Implementation and Evaluation Media Planning and Strategy Evaluation of Media : Television and Radio Evaluation of Media : Magazines and Newspapers Support Media Direct Marketing The Internet : Digital and Social Media Sales Promotion Public Relations, Publicity, and Corporate Advertising Measuring the Effectiveness of the Promotional Program International Advertising and Promotion Regulation of Advertising and Promotion Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
520			_aNearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them
546			_aeng
650		0	_aAdvertising.
650		0	_aSales promotion.
650		0	_aCommunication in marketing.
700	1		_aBelch, Michael A.
942			_cBK
999			_c10892 _d10892