num_pages: 820
description: 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.
language: English
title: Advertising and Promotion: An Integrated Marketing Communications Perspective
titlecomplete: Advertising and Promotion: An Integrated Marketing Communications Perspective
genres: Textbooks, Reference, Business, Nonfiction, School
ratings_count: 275
publisher: Irwin/McGraw-Hill