Advertising and Promotion: An Integrated Marketing Communications Perspective

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Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.

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Overall Rating: Star Full

( 8 reviews )

Posted: Jun 15 2009

Worst experience on Amazon. Ordered book but never received it. Tried to contact seller 3 times and no response. Finally had to file a claim to get my money back. Will not purchase from this seller again!
Posted: Jun 9 2009

Very fast shipping, book looks brand new, great price! A pleasure to work with. Would definitely order from again. Thank you.
Posted: Jul 28 2008

This has been a very informative book in relation to the information contained in it about media planning. I am beginning to gain a greater insight into how media planning works. The book explains marketing as it relates to media and the whole media planning process.

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Author:	George E. Belch
Number Of Pages:	820
Category:	Hardcover
Brand:	Irwin/McGraw-Hill
Label:	Irwin/McGraw-Hill
Manufacturer:	Irwin/McGraw-Hill
Product Group:	Book
Publication Date:	2007-01

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