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 comunications strategy. As the field of advertising and promotion continues to dramatically change since the dominant days of highpowered Madison Avenue agencies, marketers must lok beyond traditional media in order to achieve success. The integrated marketing comunications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unifeid mesage to the consumer. Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market EAN: 9780073255965 Related Items
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Advertising Text Book
This text book is written better than most. The writing style kept my interest better and it uses interesting examples.
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