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Advertising and Promotion: An Integrated Marketing Communications Perspective | 
 enlarge | Authors: George Belch, Michael Belch
Publisher: McGraw-Hill/Irwin
Category: Book
Buy New: $99.00
New (38) Used (25) from $99.00
Rating:  6 reviews
Sales Rank: 568219
Media: Hardcover
Edition: 8th
Pages: 864
Number Of Items: 1
Shipping Weight (lbs): 4.4
Dimensions (in): 10.9 x 8.6 x 1.2
ISBN: 0073381098
Dewey Decimal Number: 659.1
EAN: 9780073381091
ASIN: 0073381098
Publication Date: July 1, 2008
Availability: Usually ships in 1-2 business days
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Product Description
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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| Customer Reviews: Read 1 more reviews...
 Informative July 28, 2008
T. Green
This has been a very informative book in relation to the information contained in it about media planning. I am beginning to gain a greater insight into how media planning works. The book explains marketing as it relates to media and the whole media planning process.
 COMPREHENSIVE BOOK ABOUT INTEGRATING TRADITIONAL MEDIA July 24, 2008
Mig Pascual (Las Vegas, NV)
This was a college text book I used over a year ago. It was great to point out the advantages and disadvantages of the various media. Since internet is now playing more into the marketing mix more than ever, I hope new editions expand of the integration of it into traditional media. Excellent resource I still kept after college.
Good intro to IMC September 22, 2005
J. Tucker (Dallas, Texas United States)
4 out of 5 found this review helpful
I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.
 From a Marketing Student November 24, 2002
Veronica Liang (Boston, MA United States)
3 out of 5 found this review helpful
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
Extensive in theory but current and entertaining November 10, 1999
6 out of 12 found this review helpful
This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.
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