000			05970cam a2200421 a 4500
001			ocn664665731
003			OCoLC
005			20240430145529.0
008			101004s2012 nyua b 001 0 eng
010			_a 2010040703
020			_a9780073404868 (alk. paper)
020			_a0073404861 (alk. paper)
020			_a9780071314404 (global ed. : pbk.)
020			_a0071314407 (global ed. : pbk.)
035			_a(OCoLC)664665731 _z(OCoLC)748242708
040			_aDLC _beng _cDLC _dYDX _dBTCTA _dYDXCP _dBWX _dCDX _dUPM _dSIMDI _dH9Z _dOCLCF _dUVV _dOCLCQ
049			_aTSAA
050	0	0	_aHF5823 _b.B387 2012
090			_aHF 5823 .B387 2012
090			_aHF 5823 .B387 2012
100	1		_aBelch, George E. _q(George Edward), _d1951- _91724
245	1	0	_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch & Michael A. Belch.
250			_a9th ed.
260			_aNew York : _bMcGraw-Hill/Irwin, _c©2012.
300			_axxxiv, 828 pages : _billustrations (chiefly color) ; _c29 cm
504			_aIncludes bibliographical references and index.
505	0		_aNote continued: Premiums -- Contests and Sweepstakes -- Refunds and Rebates -- Bonus Packs -- Price-Off Deals -- Loyalty Programs -- Event Marketing -- Summary of Consumer-Oriented Promotions and Marketer Objectives -- Trade-Oriented Sales Promotion -- Objectives of Trade-Oriented Sales Promotion -- Types of Trade-Oriented Promotions -- Coordinating Sales Promotion with Advertising and Other IMC Tools -- Budget Allocation -- Coordination of Ad and Promotion Themes -- Media Support and Timing -- Sales Promotion Abuse -- 17. Public Relations, Publicity, And Corporate Advertising -- Public Relations -- The Traditional Definition of PR -- The New Role of PR -- Integrating PR into the Promotional Mix -- Marketing Public Relations Functions -- The Process of Public Relations -- Determining and Evaluating Public Attitudes -- Establishing a PR Plan -- Developing and Executing the PR Program -- Advantages and Disadvantages of PR -- Measuring the Effectiveness of PR -- Publicity -- The Power of Publicity -- The Control and Dissemination of Publicity -- Advantages and Disadvantages of Publicity -- Measuring the Effectiveness of Publicity -- Corporate Advertising -- Objectives of Corporate Advertising -- Types of Corporate Advertising -- Advantages and Disadvantages of Corporate Advertising -- Measuring the Effectiveness of Corporate Advertising -- pt. Six Monitoring, Evaluation, and Control -- 18. Measuring the Effectiveness of the Promotional Program -- Arguments For and Against Measuring Effectiveness -- Reasons to Measure Effectiveness -- Reasons Not to Measure Effectiveness -- Conducting Research to Measure Advertising Effectiveness -- What to Test -- When to Test -- Where to Test -- How to Test -- The Testing Process -- Concept Generation and Testing -- Rough Art, Copy, and Commercial Testing -- Pretesting of Finished Ads -- Market Testing of Ads -- Establishing a Program for Measuring Advertising Effects -- Problems with Current Research Methods -- Essentials of Effective Testing -- Measuring the Effectiveness of Other Program Elements -- Measuring the Effectiveness of Sales Promotions -- Measuring the Effectiveness of Nontraditional Media -- Measuring the Effectiveness of Sponsorships -- Measuring the Effectiveness of Other IMC Program Elements -- pt. Seven Special Topics and Perspectives -- 19. International Advertising and Promotion -- The Importance of International Markets -- The Role of International Advertising and Promotion -- The International Environment -- The Economic Environment -- The Demographic Environment -- The Cultural Environment -- The Political/Legal Environment -- Global versus Localized Advertising -- Advantages of Global Marketing and Advertising -- Problems with Global Advertising -- When Is Globalization Appropriate? -- Global Products, Local Messages -- Decision Areas in International Advertising -- Organizing for International Advertising -- Agency Selection -- Advertising Research -- Creative Decisions -- Media Selection -- The Roles of Other Promotional Mix Elements in International Marketing -- Sales Promotion -- Public Relations -- Digital Media -- 20. Regulation of Advertising and Promotion -- Self-Regulation -- Self-Regulation by Advertisers and Agencies -- Self-Regulation by Trade Associations -- Self-Regulation by Businesses -- The National Advertising Review Council and the NAD/NARB -- Self-Regulation by Media -- Appraising Self-Regulation -- Federal Regulation of Advertising -- Advertising and the First Amendment -- Background on Federal Regulation of Advertising -- The Federal Trade Commission -- The Concept of Unfairness -- Deceptive Advertising -- The FTC's Handling of Deceptive Advertising Cases -- Developments in Federal Regulation by the FTC -- Additional Federal Regulatory Agencies -- The Lanham Act -- State Regulation -- Regulation of Other Promotional Areas -- Sales Promotion -- Marketing on the Internet -- 21. Evaluating the Social, Ethical, And Economic Aspects of Advertising and Promotion -- Advertising and Promotion Ethics -- Social and Ethical Criticisms of Advertising -- Advertising as Untruthful or Deceptive -- Advertising as Offensive or in Bad Taste -- Advertising and Children -- Social and Cultural Consequences -- Summarizing Social Effects -- Economic Effects of Advertising -- Effects on Consumer Choice -- Effects on Competition -- Effects on Product Costs and Prices -- Summarizing Economic Effects -- 22. Personal Selling (Online).
650		0	_aAdvertising. _91725
650		0	_aSales promotion. _91726
650		0	_aCommunication in marketing. _91727
650		7	_aAdvertising. _2fast _91725
650		7	_aCommunication in marketing. _2fast _91727
650		7	_aSales promotion. _2fast _91726
700	1		_aBelch, Michael A. _91728
907			_a40836 _b09-01-14 _c09-01-14
942			_cBOOK _2lcc
998			_b09-01-14 _cm _dh
999			_c40836 _d40836