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Advertising and Promotion - With CD

Advertising and Promotion - With CD - 6th edition

ISBN13: 978-0073049724

Cover of Advertising and Promotion - With CD 6TH 04 (ISBN 978-0073049724)
ISBN13: 978-0073049724
ISBN10: 0073049727
Cover type:
Edition/Copyright: 6TH 04
Publisher: Richard D. Irwin, Inc.
Published: 2004
International: No

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Advertising and Promotion - With CD - 6TH 04 edition

ISBN13: 978-0073049724

George E. Belch and Michael A. Belch

ISBN13: 978-0073049724
ISBN10: 0073049727
Cover type:
Edition/Copyright: 6TH 04
Publisher: Richard D. Irwin, Inc.

Published: 2004
International: No
Summary

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. 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. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.

AdSim is an Advertising Simulation set in the consumer electronics industry where students are required to make decisions about Agency selection; Brand positioning and messages; Media Selection, including traditional and non-traditional; Market Research, both ordering and interpreting; and Budgeting. This simulation, created by SmartSims, provides a highly engaging means of developing a real understanding and appreciation of the fundamentals and dynamics of communications, advertising and promotion in business. AdSim challenges students to apply recently learned concepts, principles and explained practices in development of overall communications, advertising and promotion campaigns, whether against the computer in the Single-Player version or in direct competition with their peers in the Multi-Player version.

AdSim for Belch is a learning companion to Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e by George and Micheal Belch and has been modeled on the contemporary US DVD-Player Market. Using this simulation, students will develop:

  • An understanding of the factors involved in the development of an advertising and promotion in a highly competitive market.
  • Insights into selecting different media for specific communications goals and target markets while being constrained by a fixed budget.
  • Insights into the importance market and media research.
  • Insights into the influence of brand awareness and on-going measurement.
  • A better appreciation of the concepts of an integrated marketing communication approach.
  • Critical decision-making and team participation skills in an interactive learning environment.
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