- Author : Michael A Belch
- Publsiher : McGraw-Hill Education
- Release : 16 January 2014
- ISBN : 0078028973
- Page : 1760 pages
- Rating : 4/5 from 21 voters
Download or read book entitled Advertising and Promotion An Integrated Marketing Communications Perspective written by Michael A Belch and published by McGraw-Hill Education online. This book was released on 16 January 2014 with total pages 1760. Available in PDF, EPUB and Kindle. Get best books that you want by click Get Book Button and Read as many books as you like.
Book Excerpt : In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.