Advertising and promotion : an integrated marketing communications perspective / Belch, George E

groupings -- The grapevine -- Phatic communication -- Conclusion -- Summary -- Practical Exercises -- Self-Evaluation

Complex -- The Evaluation Process -- Loyalty Segmentation -- Mini-Case 9.1: Segmenting the Leisure Boating

: on the evaluation and devaluation of oriental carpets / Afterword: evaluative practices in the

Advertising -- Evaluation.

-- Evaluation -- Feedback -- Aligning Staff with the Brand -- Case Study: Delivering Kingfisher First's Brand

Advertising -- Developing the Message -- Visual Message -- Verbal Message -- Advertising Layout -- Advertising

-house -- Public relations consultancies -- Strategy, research, measurement and evaluation -- Putting effective PR

Web sites -- Evaluation.

-- Chapters online : graphics, advertising, and evaluation.

-- Advertising, sales promotion, and public relations -- Managing the marketing effort. Strategic marketing

Public relations -- Evaluation -- Case studies.