Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As 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 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.
"synopsis" may belong to another edition of this title.
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.
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.
"About this title" may belong to another edition of this title.
Book Description McGraw-Hill/Irwin, 2006. Hardcover. Book Condition: New. 7. Bookseller Inventory # DADAX0073255963
Book Description Book Condition: Brand New. Brand New Paperback International Edition, Perfect Condition. Printed in English. Excellent Quality, Service and customer satisfaction guaranteed!. Bookseller Inventory # AIND-8706
Book Description Paperback. Book Condition: New. Softcover Book, Condition: New. 7th Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. 1112 Pages, Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Bookseller Inventory # 435540
Book Description Paperback. Book Condition: New. New Softcover International Edition, Printed in Black and White, Only USPS Media mail Shipping ONLY, Different ISBN, Same Content As US edition, Book Cover may be Different, in English Language. Bookseller Inventory # 4327
Book Description Book Condition: New. New. SoftCover International edition. Different ISBN and Cover image but contents are same as US edition.Perfect condition. Ship by express service to USA, Canada, Australia, France, Italy, UK, Germany and Netherland. Customer satisfaction our priority. Bookseller Inventory # ABE-190516-1664
Book Description Book Condition: Brand New. New. SoftCover International edition. Different ISBN and Cover image but contents are same as US edition. Customer Satisfaction guaranteed!!. Bookseller Inventory # SHAK1664
Book Description Book Condition: New. Brand New Paperback International Edition.We Ship to PO BOX Address also. EXPEDITED shipping option also available for faster delivery. Bookseller Inventory # AUSBNEW-8706
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800732559651.0
Book Description McGraw-Hill/Irwin, 2006. Hardcover. Book Condition: New. Bookseller Inventory # P110073255963
Book Description McGraw-Hill/Irwin, 2006. Hardcover. Book Condition: New. book. Bookseller Inventory # 0073255963