Advertising and promotion :  an integrated marketing communications perspective

Advertising and promotion : an integrated marketing communications perspective

BELCH, George E. ; BELCH, Michael A.

ADVERTISING -- SALES PROMOTION
Detil Buku
Edisi 9th ed.
Penerbit New York : McGraw-Hill Irwin, 2012
Deskripsi Fisik xxxv, 769 p. : ill. ; 20 cm.
ISBN 978-007-131440-4
Subjek ADVERTISING -- SALES PROMOTION
Bahasa -
Call Number 659.1 BEL a
Deskripsi
Index P. 748-769 ; 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.
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