Advertising and Promotion: An Integrated Marketing Communications Perspective
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Book Overview
To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Format:Paperback
Language:English
ISBN:1259548147
ISBN13:9781259548147
Release Date:March 2017
Publisher:McGraw-Hill Education
Length:896 Pages
Weight:4.16 lbs.
Grade Range:Postsecondary
Customer Reviews
5 ratings
Use this seller!
Published by Thriftbooks.com User , 15 years ago
Very fast shipping, book looks brand new, great price! A pleasure to work with. Would definitely order from again. Thank you.
COMPREHENSIVE BOOK ABOUT INTEGRATING TRADITIONAL MEDIA
Published by Thriftbooks.com User , 16 years ago
This was a college text book I used over a year ago. It was great to point out the advantages and disadvantages of the various media. Since internet is now playing more into the marketing mix more than ever, I hope new editions expand of the integration of it into traditional media. Excellent resource I still kept after college.
Ties it all together well
Published by Thriftbooks.com User , 17 years ago
I found the soft cover cheaper originally but to my knowledge there's no difference between the two. The book ties advertising, pr, promotion, etc. together well all while giving real world examples with several illustrations and such. It's fairly easy to read and comprehend unlike other high-level marketing books.
Advertising Text Book
Published by Thriftbooks.com User , 18 years ago
This text book is written better than most. The writing style kept my interest better and it uses interesting examples.
Extensive in theory but current and entertaining
Published by Thriftbooks.com User , 25 years ago
This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.
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