Advertising and promotion : an integrated marketing communications perspective /
By: Belch, George E
Title By: Belch, Michael A
Material type:
BookPublisher: Boston, Mass. : McGraw-Hill, c2008.Edition: 8th ed.Description: xxv,838 p. : ill ; 29 cm.ISBN: 9780071284400Program: MARK333 MARK940Subject(s): Advertising | Sales promotion | Communication in marketing| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 659.1 BE AD (Browse shelf) | Available | T0034983 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 659.1 BE AD (Browse shelf) | Available | T0033589 |
, Shelving location: Main Collection Close shelf browser
Includes bibliographical references and index.
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.
MARK333 MARK940