Advertising and Promotion - George Belch

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.

TITLE: Advertising and Promotion

AUTHOR: George Belch

SKU: 9781259921698

PUBLISHER: McGraw-Hill Education

DATE PUBLISHED: 06/08/2017

PLACE PUBLISHED: United States

BINDING: Paperback / softback

LANGUAGE: English

DIMENSIONS: 224 mm x 274 mm x 31 mm

WEIGHT: 1560 gr