TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
AU  - Belch,George E.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 0256218994
U1  - 659.1 21
PY  - 1998///
CY  - Boston, Mass
PB  - Irwin/McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995; Includes bibliographical references (p. 725-743) and indexes; The role of the IMC in marketing; integrated marketing programme situation analysis; analyzing the communications process; objectives and budgeting for integrated marketing communications programmes; developing the integrated marketing communications programme; monitoring, evaluating and control; special topics and perspectives

N2  - This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns
ER  -