Customer Reviews

Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth Edition (The Mcgraw-Hill/Irwin Series in Marketing)

5 star:		(9)
4 star:		(2)
3 star:		(4)
2 star:		(0)
1 star:		(3)

 

 

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.

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.

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.

The title says it all.

This book is a requirement for my advertising class, and I had to get it in order to pass.

I thought the book sucked initially, due to the long, tedious chapters filled with endless marketing jargon. However, towards the middle, in the more applicable chapters to IMC, the stuff got more interesting and less tedious.

It's possible that the less theory and more real-life examples shown in these following chapters made it more endurable.

At any rate, if you have to have a marketing book for class or for any other use, this one is OK. It is an edition behind at this point, making it relatively cheap for a brand new hardcover,however, there should be better materials out there.

I'm not sure how it's possible, but there are about 2 chapters missing from the middle of the book. The pages are all there, but they are blank - 2 chapters worth of blank pages. How does that happen? No response from the seller - I don't know if this is a commong problem for this particual textbook, or if we got a bad one, but considering this was a used copy from an Amazon seller, it definately should have been noted in the description.

Excellent text for advertising, marketing, PR, etc majors. It is laid out clearly, reads easily, beautiful graphics, and lots of real-life case studies. I was a media studies undergrad, so I already understood most of the material, but it still kept my interest as I reviewed it. It's fresh and easy to understand, so those of my grad school classmates who didn't have the same background told me that it was indispensable for them in understanding Integrated Marketing Communications (our major). It also answers a lot of questions as they come to you--so you aren't left hanging to bug your prof about it! I recommend this text--even though it's about 800 pages, it won't feel like it, as it's an enjoyable read.

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 resource I still kept after college.

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.

Found this book to be very useful. I am currently using this book for an undergraduate college course. The whole process was very easy, there were no problems with shipping or anything like that.

I still have not recieved this book but I have been chargrd. please send me the signature for the deliveryproof.