Softcover

ISBN 10: 0071180265 ISBN 13: 9780071180269

Publisher: McGraw-Hill Publishing Co., 2000

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 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.

From the Publisher:

Integrated marketing communications theme and perspective: Belch and Belch were the first author team to recognize the growing importance of Integrated Marketing Communications. It has been a central theme since the first edition. The authors are careful to introduce this concept early and provide numerous examples to reinforce its importance throughout.
Strong ethical coverage : Where applicable, ethical issues are addressed. Many advertisers are faced with ethical dilemmas. Students are given an opportunity to evaluate decisions from an ethical perspective.
Strong Global examples: Each chapter includes numerous global examples of advertisements and other advertising examples. The global examples are not only interesting, they reinforce how advertising theories apply worldwide.
Professor Technology: Our Professor Presentation CD-ROM is the best in the industry. This multimedia tool includes all of the print and electronic supplements so that you can customize your lecture notes and exams with ease. It also includes PowerPoint slides, digitized advertisements and transparencies, and digitized video clips and commercials.
Completely Revised PowerPoint Slides: We have added more slides for each chapter and improved the content quality and design.
A new Internet Chapter: This chapter 15 introduces the important role the Internet plays in creating an effective Integrated Marketing Campaign. The authors introduce successful Internet campaigns and the steps that advertisers take to maximize their exposure on the web.
Most current text on the market: The authors are committed to providing the very best and most current examples available. They continue to add examples and current references right up until the book is put into production.
New Cases: Based on customer needs, we added cases for each part that will be tied to a video segment. This will give the student an opportunity to see how advertising concepts and theories are applied at real companies.
The best video library in the market: It includes 7 video cases and over 400 commercials. New video cases include; San Diego Zoo, Gateway, Promotional Products Company, and Got milk. The videos will be tied to the career profiles found in the book and expanded on the web page.The student CD will also include chapter quizzes, current events, career profiles, the written case to accompany the videos, and possibly a part of the video segment.

About the Author:

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.