Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition

Overview: Belch/Belch 9th 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.

Nanci Arvizu, Writing and Reviews Editor

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3 Comments

  1. A Textbook that’s Interesting I got the Kindle “rented” version for 3 months – it’s ridiculously priced to buy or to rent – obscene and they should be ashamed. That said – the book, while slow going, is absolutely fascinating. I would take this class again just to read the rest of the book that I missed!It’s updated fairly regularly every couple years it seems – I recommend it. Oh, and say goodbye to your money $ka-ching!$$

  2. The worst marketing textbook ever The worst marketing textbook ever. It was required by my professor but I could have simplified all 91923982389198732918723 pages into probably 10 paragraphs. Outdated, inefficient, compltely unnecessary and super boring. And this is coming from someone who is sick because I generally enjoy reading dry textbooks. Avoid this book if you can!

  3. Price Gouging! As a professor of Mass Communication we often look at customer value and what message a product sends. The price for this book is the example I use for PRICE Gouging to an unsuspecting consumer! The authors and publishers should be ashamed and vilified for the price of this book!

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