Advertising and promotion : (Record no. 11558)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 05183cam a2200229 a 4500 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780073404868 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0073404861 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780071314404 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0071314407 |
| MAIN ENTRY--AUTHOR NAME | |
| Personal name | Belch, George E. |
| TITLE STATEMENT | |
| Title | Advertising and promotion : |
| Remainder of title | an integrated marketing communications perspective / |
| Statement of responsibility, etc | George E. Belch & Michael A. Belch |
| EDITION STATEMENT | |
| Edition statement | Ninth edition |
| Copyright Date | |
| Place of publication | New York : |
| Name of publisher | McGraw-Hill/Irwin, |
| Year of publication or production | [2012] |
| Copyright Date | |
| Year of publication or production | ©2012 |
| Place of publication | New York |
| Name of publisher | McGraw Hill |
| PHYSICAL DESCRIPTION | |
| Number of Pages | xxxiv, 828 pages : |
| Other physical details | illustrations (chiefly color) ; |
| FORMATTED CONTENTS NOTE | |
| Formatted contents note | Note 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) |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising. |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Sales promotion. |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Communication in marketing. |
| ADDED ENTRY--PERSONAL NAME | |
| Personal name | Belch, Michael A., |
| ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Permanent Location | Current Location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|
| Spec. Study Centre Immigration, Gwagwalada, Abuja | Spec. Study Centre Immigration, Gwagwalada, Abuja | 10/05/2023 | HF5823B.45 | 0185805 | Books |