Advertising and Promotion AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

• Main Authors: Belch, George E. (Author), Belch, Michael A. (Author)
• Format: Book
• Language: English
• Published: Boston McGraw Hill 2004
• Edition: Sixth edition
• Subjects: Advertising; Sales promotion; Communication in marketing
• Online Access: Click Here to View Status and Holdings.
• Item Description: Includes index
• Physical Description: xxvi, 777 pages illustration 30 cm
• ISBN: 9780071214384

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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.