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Advertising and Promotion : Integrated Marketing Communications Perspective

Advertising and Promotion : Integrated Marketing Communications Perspective - 7th edition

ISBN13: 978-0073255965

Cover of Advertising and Promotion : Integrated Marketing Communications Perspective 7TH 07 (ISBN 978-0073255965)
ISBN13: 978-0073255965
ISBN10: 0073255963
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Edition/Copyright: 7TH 07
Publisher: Richard D. Irwin, Inc.
Published: 2007
International: No

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Advertising and Promotion : Integrated Marketing Communications Perspective - 7TH 07 edition

ISBN13: 978-0073255965

George E. Belch

ISBN13: 978-0073255965
ISBN10: 0073255963
Cover type:
Edition/Copyright: 7TH 07
Publisher: Richard D. Irwin, Inc.

Published: 2007
International: No
Summary

Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/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.

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Other Editions for Advertising and Promotion : Integrated Marketing Communications Perspective

Cover of Advertising and Promotion 8th edition

Advertising and Promotion - 8th edition

ISBN13: 978-0073381091
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