Advertising and Promotion (Integrating Marketing Communications, 6th Edition)

Author: (USA) Belch, G.E., (USA) Belch, M.A. (Auth.), translated by Zhang Hongxia et al.
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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 elucidates 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 areas. This book is primarily intended for teaching courses on advertising, marketing communication, or promotion within business administration or marketing programs, as well as for relevant courses in journalism or communication programs that integrate marketing communication concepts.