Advertising and Promotion: An Integrated Marketing Communications Perspective

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations’ promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a &#8220big picture” approach to planning marketing and promotion programs and coordinating the various communication functions.

To understand the role of advertising and promotion in today&#39s business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

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3 Comments

  1. Great publication This was a great text regarding IMC. Very through and relevant. A great tool to be used for Marketing Professionals. Loaded with real life examples that appropriately apply the concepts and theory presented.

  2. Love the subject hate the book Some text books are great reads. They are filled with information about the topic, include relevant examples, and explain things concisely. This book is not one of them. The information is buried in tons of redundant examples and verbose descriptions. There are also long winded real life stories that would add to the topic if the reader was not already bogged down in the overwhelming text.I never knew what a poorly written text book looked like until this semester. I saved this class for my…

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