Advertising and Promotion AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE
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...
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston
McGraw Hill
2004
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| Edition: | Sixth edition |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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| LEADER | 00000nam#a2200000#i#4501 | ||
|---|---|---|---|
| 001 | wils-287265 | ||
| 005 | 202031165427 | ||
| 008 | 230507s2004 -US ag# ##001 ##eng#D | ||
| 020 | # | # | |a 9780071214384 |q paperback |
| 040 | # | # | |a eng |b UiTM |e rda |8 UiTM |
| 041 | # | # | |a eng |
| 090 | 0 | 0 | |a HF5823 |b .B387 2004 |
| 100 | 1 | # | |a Belch, George E. |e author |
| 245 | 1 | 0 | |a Advertising and Promotion |b AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE |c George E. Belch & Michael A. Belch |
| 250 | # | # | |a Sixth edition |
| 264 | # | 1 | |a Boston |b McGraw Hill |c 2004 |
| 300 | # | # | |a xxvi, 777 pages |b illustration |c 30 cm |
| 336 | # | # | |a text |2 rdacontent |
| 337 | # | # | |a unmediated |2 rdamedia |
| 338 | # | # | |a volume |2 rdacarrier |
| 500 | # | # | |a Includes index |
| 520 | # | # | |a 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. |
| 526 | 0 | # | |a ADV410 |b MC243 |5 MC |
| 526 | 0 | # | |a Principles of Advertising |b Bachelor of Mass Comm Broadcasting |5 Faculty of Communication and Media Studies |
| 650 | # | 0 | |a Advertising |
| 650 | # | 0 | |a Sales promotion |
| 650 | # | 0 | |a Communication in marketing |
| 700 | 1 | # | |a Belch, Michael A. |e author |
| 856 | 4 | 0 | |z Click Here to View Status and Holdings. |u https://opac.uitm.edu.my/opac/detailsPage/detailsHome.jsp?tid=287265 |
| 964 | # | # | |c BOK |d 01 |
ADVERTISING AND PROMOTION AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE