Video Recording

Advertising and promotion: an integrated marketing communications perspective

---

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.

---

Availability

Detail Information

Series Title

-

Call Number

[KOM-LIB-259]

Publisher

nyu : McGraw-Hill Education., 2018

Collation

pages cm

Language

English

ISBN/ISSN

9781259548147

Classification

HF5823 .B387 2018

Content Type

-

Media Type

-

Carrier Type

-

Edition

11th.ed

Subject(s)

Advertising
Sales Promotion
Communication in marketing

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment