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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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 whole media planning process.

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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 of the integration of it into traditional media. Excellent...

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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.

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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 are also interesting facts and exhibits, but sometimes the...

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From: Amazon
Posted: Nov-10-1999

Extensive in theory but current and entertaining

This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.

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From: Amazon
Posted: Sep-28-1999

An awesome book!

I have just completed reading Advertising and Promotion: An Integrated Marketing communications Perspective by Belch and Belch. I found it to be the best source of information available on this topic. The text is extremely comprehensive, yet very interesting to read. At my job as a marketing...

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