Book Cover

Advertising and Promotion An Integrated Marketing Communications Perspective

Book

by George E. Belch

Published by

Irwin/McGraw-Hill

ISBN

0071314407

Date

2011

Language

English

Pages

810


Subjects


Description

Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that 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