Advertising & Promotion
Irwin Professional Pub., May 26, 2006 - Business & Economics - 820 pages
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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adver Advertising Age advertising and promotion advertising message and/or appeal Arbitron areas behavior brand broadcast budget cable campaign channels chapter circulation clients commercials companies consumers cost coupons CP+B create creative customers decision develop direct marketing discussed effective ESPN evaluate example Exhibit factors Figure firm groups Hispanic households IMC Perspective IMC program impact important increase industry infomercial integrated marketing communications Internet involved iPod magazines major managers measure medium Miller Lite million national advertisers newspapers Nielsen Nielsen Media Research objectives offer percent personal selling planning popular position problem Procter & Gamble product or service product placements products and services promotional program public relations purchase radio rates reach response retailers role sales promotion sample segments shows specific sponsorship spot stations sumers target audience target market Telemundo television tests tion Univision users various viewers Wal-Mart