Advertising and promotion: an integrated marketing communications perspective
McGraw-Hill Irwin, May 1, 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 agencies advertising and promotion advertising message and/or appeal Arbitron areas behavior brand broadcast budget cable campaign channels chapter clients commercials companies company's consumers cost countries coupons CP+B create customers decision determine develop direct marketing discussed effective ESPN evaluate example execution Exhibit factors Figure firm global groups Hispanic IMC Perspective IMC program impact important increase industry infomercial integrated marketing communications Internet involved iPod magazines major managers McDonald's measure medium million networks newspapers Nielsen Media Research objectives offer PepsiCo percent personal selling planning popular position potential problems Procter & Gamble product or service product placements products and services promotional program public relations purchase radio rates reach response retailers role sales promotion sampling segments shows specific sponsorship sumers target audience target market television tests tion tising users various viewers Wal-Mart