Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

By:

Belch, George E. (George Edward), 1951-

Contributor(s):

Belch, Michael A

Material type: Text

TextPublication details: New York ; London : McGraw-Hill Irwin, c2009.Edition: 8th edDescription: xxv, 838 p. : ill. (chiefly col.) ; 28 cmISBN:

9780071284400
0071284400

Subject(s):

DDC classification:

659.1 22

Contents:

The Role of IMC in Marketing -- Integrated Marketing Program Situation Analysis -- Analyzing the Communication Process -- Objectives and Budgeting for Integrated Marketing Communications Programs -- Developing the Integrated marketing Communications Program -- Monitoring, Evaluation, and Control -- Special Topics and Perspectives.

Abstract: Belch/Belch 8th 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. 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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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Books	Main library General Stacks	659.1 / BE.A 2009 (Browse shelf(Opens below))	1	Available		006115

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"McGraw-Hill international ed."--Cover.

Belch/Belch 8th 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. 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.

Includes bibliographical references and index.

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