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Advertising and promotion : (Record no. 9177)

000 -LEADER
fixed length control field 05406cam a2200265 a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20191217135928.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140116t2012 nyu||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780071314404
International Standard Book Number 0071314407
041 0# - Language
Language code of text/sound track or separate title eng
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5823
Item number .B387 2012
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1
Edition number 22
Item number B427
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Belch, George E.
Fuller form of name (George Edward),
Dates associated with a name 1951-
9 (RLIN) 23243
245 10 - IMMEDIATE SOURCE OF ACQUISITION NOTE
Title Advertising and promotion :
Remainder of title an integrated marketing communications perspective /
Statement of responsibility, etc George E. Belch & Michael A. Belch ; with contributions by Jorg Dietzel.
250 ## - EDITION STATEMENT
Edition statement 9th., global ed.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc New York :
Name of publisher, distributor, etc McGraw-Hill/Irwin,
Date of publication, distribution, etc 2012.
300 ## - PHYSICAL DESCRIPTION
Extent xxxv, 769 p. :
Other physical details ill. (chiefly col.) ;
Dimensions 29 cm.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references and index.
505 0# - 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).
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising.
9 (RLIN) 25459
Topical term or geographic name as entry element Sales promotion.
9 (RLIN) 2395
Topical term or geographic name as entry element Communication in marketing.
9 (RLIN) 2393
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Belch, Michael A.
9 (RLIN) 23244
Relator term author
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Item type Book
Copies
Price effective from Permanent location Date last seen Not for loan Date acquired Source of classification or shelving scheme Koha item type Lost status Cost, normal purchase price Withdrawn status Source of acquisition Total Renewals Cost, replacement price Date last borrowed Total Checkouts Damaged status Barcode Shelving location Current location Public note Full call number
2013-03-10AUM Main Library2019-10-16 2013-04-06 Book 20.00 Jordan Book center 20.002019-10-146 AUM-013938English Collections HallAUM Main LibraryJBC/2013/2373659.1 B427
2013-03-10AUM Main Library2018-12-19 2013-04-06 Book 20.00 Jordan Book center120.002018-12-058 AUM-013939English Collections HallAUM Main LibraryJBC/2013/2373659.1 B427