Advertising and Promotion: An Integrated Marketing Communications Perspective (11th edition)

Belch and Belch’s “Advertising and Promotion: An Integrated Marketing Communications Perspective” provides valuable insights into the marketing communications process and its impact on consumers’ decision-making. This 11th edition incorporates the latest research in a variety of fields such as advertising, communications, marketing, consumer behavior, and sales promotion. The primary focus of this publication is on how to develop effective promotional strategies by leveraging Integrated Marketing Communications (IMC) programs.

To develop and execute successful IMC programs, marketers must have a solid grasp of the overall marketing process, consumer behavior, and communication theory. Belch’s 11th edition offers a comprehensive examination of the advertising industry, which includes chapters on direct marketing, the internet (including social media and mobile marketing), sales promotions, product placement and integration, outdoor advertising, and publicity/public relations. The book emphasizes the integration of advertising with other promotional mix elements and the importance of understanding how they contribute to a company’s overall marketing efforts.

It is important for both marketing students and professionals to stay up-to-date regarding the latest industry trends and advertising techniques. Belch and Belch’s “Advertising and Promotion: An Integrated Marketing Communications Perspective” provides a wealth of information and practical insights on how to develop and implement effective communication strategies that resonate with target audiences.

Please note that this sale only includes the PDF eBook version of the book, and no online codes are included. Additionally, a testbank and other instructor resources are available for purchase separately. Contact the publisher directly for further information.