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|  | |  | | | Advertising and Promotion: An Integrated Marketing Communications Perspective | | | | | SKU:
2072397 | | In Stock | | Availability:
Usually ships in 1-2 business days | | | | | | Belch/Belch 8th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); 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. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century. | | | |
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| | Product Details | | Author: | George Belch | | Hardcover: | 864 pages | | Publisher: | McGraw-Hill/Irwin | | Publication Date: | July 01, 2008 | | Language: | English | | ISBN: | 0073381098 | | Product Width: | 2.18 centimeters | | Product Height: | 2.75 centimeters | | Product Weight: | 0.04 pounds | | Package Length: | 10.9 inches | | Package Width: | 8.6 inches | | Package Height: | 1.2 inches | | Package Weight: | 4.4 pounds | | Average Customer Rating: |  based on 18 reviews |
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| | Customer Reviews | Average Customer Review: ( 18 customer reviews )
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Most Helpful Customer Reviews
19 of 24 found the following review helpful:
 An awesome book! Sep 28, 1999
I have just completed reading Advertising and Promotion: An Integrated Marketing communications Perspective by Belch and Belch. I found it to be the best source of information available on this topic. The text is extremely comprehensive, yet very interesting to read. At my job as a marketing director, this book is invaluable. I strongly recommend it to anyone who wants to learn how to develop an integrated marketing communications plan. I will also suggest it to my advertising agency.
4 of 4 found the following review helpful:
 This Book Is Mindnumbingly Bad Jan 11, 2011
By Charles P. Westfield
"Chuklz"
The writing is dense and designed to take up space rather than convey useful information. Many paragraphs are simply five sentences that are re-written over and over that convey generalizations about abstract concepts but don't really say anything. Wikipedia has better writing than the majority of this text- and that is a sad fact.
The case studies are interesting, and I would guess that those are the only things that are updated from edition to edition. This book is phenomenally bad. In hindsight I would petition any professor to change to another text if I had to take a class on this subject again.
11 of 14 found the following review helpful:
 From a Marketing Student Nov 23, 2002
By Veronica Liang
"monkey99r"
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
Long, Tedious, but Informational. Oct 10, 2011
By Halra
The title says it all.
This book is a requirement for my advertising class, and I had to get it in order to pass.
I thought the book sucked initially, due to the long, tedious chapters filled with endless marketing jargon. However, towards the middle, in the more applicable chapters to IMC, the stuff got more interesting and less tedious.
It's possible that the less theory and more real-life examples shown in these following chapters made it more endurable.
At any rate, if you have to have a marketing book for class or for any other use, this one is OK. It is an edition behind at this point, making it relatively cheap for a brand new hardcover,however, there should be better materials out there.
Disappointed Aug 15, 2011
By A. Peterson
"Wonderland's Most Wanted"
I'm not sure how it's possible, but there are about 2 chapters missing from the middle of the book. The pages are all there, but they are blank - 2 chapters worth of blank pages. How does that happen? No response from the seller - I don't know if this is a commong problem for this particual textbook, or if we got a bad one, but considering this was a used copy from an Amazon seller, it definately should have been noted in the description.
See all 18 customer reviews on Amazon.com
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