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Advertising and Promotion: An Integrated Marketing Communications Perspective Hardcover – January 1, 2003

4.1 out of 5 stars 20 ratings

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 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. 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.

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Product details

  • Publisher ‏ : ‎ Mcgraw-Hill (Tx)
  • Publication date ‏ : ‎ January 1, 2003
  • Edition ‏ : ‎ 6th Edition
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 871 pages
  • ISBN-10 ‏ : ‎ 0072536764
  • ISBN-13 ‏ : ‎ 978-0072536768
  • Item Weight ‏ : ‎ 4.3 pounds
  • Dimensions ‏ : ‎ 11.2 x 8.7 x 1.5 inches
  • Customer Reviews:
    4.1 out of 5 stars 20 ratings

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Top reviews from the United States

  • Reviewed in the United States on September 9, 2010
    The book is brand new, just a previous edition. I can use it in class just as well as the latest edition. It was delivered fast and saved me tons of money. Thank you so much for this great deal :D
  • Reviewed in the United States on December 26, 2012
    I'll be honest here...I logged into my Amazon account to review another product and this product also showed up as something needing a review...So...since I cannot remember when I ordered this, and I cannot honestly say that I remember the content, I'll give it a good healthy 4 star rating...because I can say that I (oddly) do seem to remember when I do dislike a book, and I do not remember disliking this one. So 4 star rating it is. Good luck!
  • Reviewed in the United States on February 5, 2013
    This is what was I was looking book! It contains a lot of interesting subjects...I would recommend it to people who love advertising =)
  • Reviewed in the United States on September 22, 2005
    I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.
    4 people found this helpful
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  • Reviewed in the United States on March 21, 2015
    Love it
  • Reviewed in the United States on July 28, 2008
    Format: Hardcover
    This has been a very informative book in relation to the information contained in it about media planning. I am beginning to gain a greater insight into how media planning works. The book explains marketing as it relates to media and the whole media planning process.
  • Reviewed in the United States on November 23, 2002
    One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
    11 people found this helpful
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  • Reviewed in the United States on July 24, 2008
    Format: Hardcover
    This was a college text book I used over a year ago. It was great to point out the advantages and disadvantages of the various media. Since internet is now playing more into the marketing mix more than ever, I hope new editions expand of the integration of it into traditional media. Excellent resource I still kept after college.