Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin/McGraw-Hill Series in Marketing) [Hardcover]

George E. Belch (Author), Michael A. Belch (Author)

Book Description

ISBN-10: 0256218994 | ISBN-13: 978-0256218992 | Publication Date: October 16, 1997 | Edition: 4th

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.

Editorial Reviews

About the Author

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Hardcover: 784 pages
• Publisher: Irwin Professional Publishing; 4th edition (October 16, 1997)
• Language: English
• ISBN-10: 0256218994
• ISBN-13: 978-0256218992
• Product Dimensions: 11 x 8.7 x 1.3 inches
• Shipping Weight: 4.2 pounds
• Average Customer Review: 3.8 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #1,780,826 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

19 of 24 people found the following review helpful:

5.0 out of 5 stars An awesome book!, September 27, 1999

By A Customer

This review is from: Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin/McGraw-Hill Series in Marketing) (Hardcover)

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 director, this book is invaluable. I strongly recommend it to anyone who wants to learn how to develop an integrated marketing communications plan. I will also suggest it to my advertising agency.

4 of 4 people found the following review helpful:

1.0 out of 5 stars This Book Is Mindnumbingly Bad, January 10, 2011

By 

Charles P. Westfield "Chuklz" (Denver, CO USA) - See all my reviews
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Amazon Verified Purchase

This review is from: Advertising and Promotion: An Integrated Marketing Communications Perspective (Hardcover)

The writing is dense and designed to take up space rather than convey useful information. Many paragraphs are simply five sentences that are re-written over and over that convey generalizations about abstract concepts but don't really say anything. Wikipedia has better writing than the majority of this text- and that is a sad fact.

The case studies are interesting, and I would guess that those are the only things that are updated from edition to edition. This book is phenomenally bad. In hindsight I would petition any professor to change to another text if I had to take a class on this subject again.

11 of 14 people found the following review helpful:

3.0 out of 5 stars From a Marketing Student, November 23, 2002

By 

Veronica Liang "monkey99r" (Boston, MA United States) - See all my reviews
(REAL NAME)   

This review is from: Advertising and Promotion: An Integrated Marketing Communications Perspective (Hardcover)

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 book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.