Test Bank for Advertising and Promotion An Integrated Marketing Communications Perspective 6th Edition by George Belch, Michael Belch, George Belch, Michael Belch ISBN 0072866144 978-0072866148

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Product details:

ISBN 10: 0072866144
ISBN 13:  978-0072866148
Author: George Belch, Michael Belch, George Belch, Michael Belch 

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/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.

Advertising and Promotion An Integrated Marketing Communications Perspective 6th Table of contents:

Chapter1 : Introduction

Chapter 2: Content

Chapter 3: Conclusion 

Chapter 4: Appendices

Chapter 5: Glossary

Chapter 6: References 

Chapter 7: Index

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Tags: George Belch, Michael Belch, George Belch, Michael Belch, Integrated Marketing, Advertising and Promotion