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Advertising and Promotion: An Integrated Marketing Communications Perspective
George Edward Belch,Michael A. Belch
No preview available - 2004
A. C. Nielsen adver Advertising Age advertising and promotion advertising message and/or appeal areas behavior beneﬁts brand broadcast budget cable campaign channels chapter clients commercials companies company’s consumers cost coupons create creative customers decision develop difﬁcult direct marketing discussed effective ESPN evaluate example Exhibit factors Figure ﬁrm ﬁrst global groups Hispanic IMC Perspective IMC program impact important increase industry inﬂuence infomercials integrated marketing communications intemational Intemet interactive Internet involved Legal Legal Legal magazines major managers McDonald's measures media plan medium million newspapers Nike objectives offer percent personal selling popular position problems Procter & Gamble product or service product placements promotional program public relations purchase radio rates reach response retailers role sales promotion sampling segments shows speciﬁc sumers sweepstakes target audience target market television tion tive users Valpak various viewers