Advertising and Promotion - Integrated Marketing Communication Perspective (6th Edition)

Author: George Belch, Michael Belch / Country: Mainland China
Publisher:
Publish Date: 2006-07-01
Features: This book is No. 1 in the U.S. advertising textbook market and is currently the most comprehensive and cutting-edge textbook on advertising and promotional activities from an integrated marketing communication perspective. In today's world, almost everyone is influenced to some extent by advertising and other promotional activities, and this field is undergoing tremendous changes. This book focuses on these changes in the field of marketing communication and their impact on the strategic and tactical aspects of corporate advertising and promotions. It clarifies how to implement new advertising and promotional programs based on these changes, as well as how to coordinate various elements of the marketing mix. It also demonstrates how to achieve the goals of integrated marketing communication by applying specialized techniques developed in direct marketing, sales promotion, event marketing, internet marketing, and other fields. This book is primarily intended for teaching courses on advertising, marketing communication, or promotions within business administration or marketing programs, as well as for relevant courses in journalism or communication programs that integrate marketing communication concepts.