05472cam a2200301 a 4500 16488152 BD-DhUL 20161226150418.0 101004s2012 nyua b 001 0 eng 2010040703 9780073404868 (alk. paper) 0073404861 (alk. paper) (OCoLC)ocn664665731 DLC DLC YDX BTCTA YDXCP BWX CDX UPM DLC BD-DhUL 659.1 22 BEA Belch, George E. (George Edward), 1951- Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. 9th ed. New York : McGraw-Hill/Irwin, c2012. xxxiv, 828 p. : ill. (chiefly col.) ; 29 cm. Includes bibliographical references and index. 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). Advertising. Sales promotion. Communication in marketing. Belch, Michael A. ddc BK 141603 141603 0 0 ddc 0 659_100000000000000_BEA 0 NFIC 267331 DUL DUL GEN 2016-12-26 Purchased 659.1 BEA 481323 2016-12-26 1 2016-12-26 BK 0 0 ddc 0 659_100000000000000_BEA 0 NFIC 267335 DUL DUL GEN 2016-12-26 Purchased 659.1 BEA 481324 2016-12-26 2 2016-12-26 BK 0 0 ddc 0 659_100000000000000_BEA 0 NFIC 370293 DUL DUL GEN 2018-09-24 Purchased 659.1 BEA 481325 2018-09-24 3 2018-09-24 BK 0 0 ddc 0 659_100000000000000_BEA 0 NFIC 370294 DUL DUL GEN 2018-09-24 Purchased 659.1 BEA 481326 2018-09-24 4 2018-09-24 BK 0 0 ddc 0 659_100000000000000_BEA 0 NFIC 370295 DUL DUL GEN 2018-09-24 Purchased 659.1 BEA 481327 2018-09-24 5 2018-09-24 BK 0 0 ddc 0 659_100000000000000_BEA 0 NFIC 370296 DUL DUL GEN 2018-09-24 Purchased 659.1 BEA 506404 2018-09-24 6 2018-09-24 BK 0 0 ddc 0 659_100000000000000_BEA 0 NFIC 370297 DUL DUL GEN 2018-09-24 Purchased 659.1 BEA 506405 2018-09-24 7 2018-09-24 BK