9780073381091

Advertising and Promotion : An Integrated Marketing Communications Perspective

  • ISBN 13:

    9780073381091

  • ISBN 10:

    0073381098

  • Edition: 8th
  • Format: Hardcover
  • Copyright: 07/01/2008
  • Publisher: McGraw-Hill/Irwin
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

Extend Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Rental Options

List Price $203.99 Save

Free Shipping Free Shipping On Every Order
In Stock Usually Ships in 24 Hours.

Summary

Belch/Belch 8th editioncontinues 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.

Table of Contents

Read more

Write a Review