Advertising and Promotion: An Integrated Marketing Communications Perspective by Michael A. Belch and George E. Belch (2011, Hardcover)

Synopsis
Advertising and Promotion: An Integrated Marketing Communications Perspective has been authored by George Belch and Michael Belch, professors at San Diego State University. This Advertising and Promotion book teaches you to look beyond traditional methods of advertising and promotion. With a comprehensive coverage of Agency issues and creative work, this M. Belch and G. Belch book clearly explains the concepts of integrated marketing communication. The authors of this Advertising and Promotion book explain how to effectively communicate and convince consumers and what tools to choose. The Advertising and Promotion: An Integrated Marketing Communications Perspective is one of the first books on integrated marketing communications strategy that showcases the change from the usual methods of advertising to an IMC mix. Applying the concepts that are covered in this M. Belch and G. Belch book, you will be able to understand and use various promotional tools for getting your message across to your customers.

Key Details
Author:	George E. Belch, Michael A. Belch
Language:	English
Publisher:	Irwin Professional Pub
Format:	Hardcover
ISBN-10:	0073404861
ISBN-13:	9780073404868

Additional Details
Edition Number:	9

Size
Length:	828 pages
Thickness:	1.2 in
Weight:	68.8 oz

Publisher's Note
Overview: 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. 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.