@book{36634,
	author = {Belch, George E. and Belch, Michael A.},
	title = {Advertising and promotion : an integrated marketing communications perspective /},
	publisher = {Irwin/McGraw-Hill,},
	year = {c1998},
	series = {Irwin/McGraw-Hill series in marketing},
	address = {Boston, Mass. :},
	edition = {4th ed}
}