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Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch, both of San Diego State University.

By: Contributor(s): Copyright date: New York : McGraw Hill Education, c2018Edition: Eleventh editionDescription: xli, 764 pages : color illustrations ; 28 cmContent type:
  • text, still image
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781259921698
Subject(s): DDC classification:
  • 659.1 .B427 2018
LOC classification:
  • HF5823 .B387 2018
Summary: "To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution." -- Amazon website
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Print Materials Main Library General Circulation Non-fiction 659.1 .B427 2018 (Browse shelf(Opens below)) Available 0122558

Includes index

"To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution." -- Amazon website

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