Shah, Kruti <br/><br/>
Advertising and promotions : an IMC perspective 
by Kruti Shah and Alan D'Souza 
 - New Delhi:   Tata McGraw-Hill Publishing Co. Ltd  2009 
 - xxx, 987p., app., ind.  24 cm x 18 cm 
<br/><br/><label>ISBN: </label>9780070080317 
<br/><br/><label>Subjects--Topical Terms: </label><br/>advertising<br/>advertising strategy<br/>advertising tool<br/>analysis<br/>broadcast media<br/>budget<br/>communication process<br/>consumer behaviour<br/>corporate advertising<br/>creative execution<br/>design<br/>developing media plan<br/>direct marketing<br/>ethical environments<br/>evaluation<br/>Integrated Marketing Communication (IMC)<br/>legal<br/>measuring IMC performance<br/>media planning<br/>objectives<br/>online<br/>out of home media<br/>print media<br/>promotion tool<br/>promotions<br/>promotions<br/>public relations<br/>publicity<br/>radio<br/>research<br/>sales promotion<br/>strategy<br/>structure<br/>television<br/>unconventional promotional media
<br/><br/><label>Dewey Class. No.: </label>659.1  / SHA