Advertising and promotion : an integrated marketing communications perspective, sixth edition / George E. Belch.
Series: The mcgraw-hill/irwin series in marketing: Publisher: [S.l.] : McGraw-Hill Companies, 2003Edition: 6th edDescription: 871 p. ; 29 cmISBN: 0072536764; 9780072536768DDC classification: 659.1 Online resources: Amazon.com | Amazon customer reviews Summary: 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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 343.94082 BEL (Browse shelf) | Available | NBS6407 | ||
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Central Library (CL) | Central Library (CL) | 343.94082 BEL (Browse shelf) | Available | NBS4582 |
Hardcover.
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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
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