Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin/Mcgraw-Hill Series in...

This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns. more

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Michael A. Belch, George E. Belch, George E. Introduction to Advertising and Promotion Belch, Hardcover, Textbooksrus, Amazon

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ProductReviews92/100 (6 Reviews)

Recent Reviews

4/5: From: Amazon; Posted: Jul-28-2008; Informative; This has been a very informative book in relation to the information contained in it about media planning. I am beginning to gain a greater insight into how media planning works. The book explains marketing as it relates to media and the...; read full review | report as inappropriate

5/5: From: Amazon; Posted: Jul-24-2008; COMPREHENSIVE BOOK ABOUT INTEGRATING TRADITIONAL MEDIA; This was a college text book I used over a year ago. It was great to point out the advantages and disadvantages of the various media. Since internet is now playing more into the marketing mix more than ever, I hope new editions expand...; read full review | report as inappropriate

5/5: From: Amazon; Posted: Sep-22-2005; Good intro to IMC; I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.; read full review | report as inappropriate

3/5: From: Amazon; Posted: Nov-24-2002; From a Marketing Student; One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There...; read full review | report as inappropriate

Selected Reviews

4/5: From: Amazon; Posted: Jul-28-2008; Informative; This has been a very informative book in relation to the information contained in it about media planning. I am beginning to gain a greater insight into how media planning works. The book explains marketing as it relates to media and the...; read full review | report as inappropriate

3/5: From: Amazon; Posted: Nov-24-2002; From a Marketing Student; One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There...; read full review | report as inappropriate