Advertising and Promotion: An Integrated Marketing Communications Perspective

Advertising and Promotion: An Integrated Marketing Communications Perspective

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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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Product details

  • Paperback | 864 pages
  • 216 x 274 x 25mm | 1,721g
  • MCGRAW-HILL Professional
  • United States
  • English
  • 8th edition
  • Illustrations (chiefly col.)
  • 0071284400
  • 9780071284400
  • 407,575

Table of contents

Part 1: The Role of IMC in Marketing 1: An Introduction of Integrated Marketing Communications 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Program Situation Analysis 3: Organizing for Advertising and Promotion 4: Perspectives on Consumer Behavior Part 3: Analyzing the Communication Process 5: The Communication Process 6: Source, Message, and Channel Factors Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs 7: Establishing Objectives and Budgeting for the Promotional Program Part 5: Developing the Integrated marketing Communications Program 8: Creative Strategy: Planning and Development 9: Creative Strategy: Implementation and Evaluation 10: Media Planning and Strategy 11: Evaluation of Broadcast Media 12: Evaluation of Print Media 13: Support Media 14: Direct Marketing and Marketing on the Internet 15: Internet and WWW 16: Sales Promotion 17: Public Relations, Publicity, and Corporate Advertising 18: Personal Selling Part 6: Monitoring, Evaluation, and Control 19: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives 20: International Advertising and Promotion 21: Regulation of Advertising and Promotion 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
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About George E. Belch

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

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.
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232 ratings
3.86 out of 5 stars
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4 33% (77)
3 23% (53)
2 7% (16)
1 3% (8)
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