Advertising and promotion an integrated marketing communications perspective

• Main Authors: Belch, George E. George Edward, Belch, Michael A. (Author)
• Format: Book
• Language: English
• Published: Boston McGraw-Hill 2001; ©2001
• Edition: 5th ed.
• Series: The McGraw-Hill/Irwin series in marketing
• Subjects: Advertising; Communication in marketing; Sales promotion
• Online Access: Click Here to View Status and Holdings.

 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.