Text

Advertising and Promotion : An Integrated Marketing Communications Perspective. Ninth Edition

Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that 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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Detail Information

Series Title

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Call Number

659.1 Bel a

Publisher

New York : McGraw-Hill., 2012

Collation

xxxv, 769 p. ; 30 cm.

Language

English

ISBN/ISSN

9780071314404

Classification

659.121

Content Type

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Media Type

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Carrier Type

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Edition

Ninth Edition

Subject(s)

ADVERTISING

Specific Detail Info

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Statement of Responsibility

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Other version/related

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