The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
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Book Description
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.
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.
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Most Helpful Customer Reviews
19 of 24 people found the following review helpful:
5.0 out of 5 stars
An awesome book!,
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,
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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,
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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.
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Inside This Book
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First Sentence:
During the early to mid 1990s, the U.S. Army had little trouble attracting enough young men to enlist for military service. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
major selling idea, other promotional mix elements, preplanning input, promotional products marketing, creative execution style, promotional program elements, waste coverage, promotional planners, promotional planning process, integrated marketing communications program, transformational advertising, terminal posters, unduplicated reach, creative strategy development, consumer juries, many national advertisers, many advertising people, integrated marketing communications perspective, persuasion matrix, geographic selectivity, creative specialists, missionary sales, process whereby consumers, comparative messages, transit advertising Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Legal Legal, Advertising Age, Super Bowl, Yellow Pages, Los Angeles, San Diego, Rolling Stone, Federal Trade Commission, General Motors, Leo Burnett, Pizza Hut, Just For Feet, Papa John, Red Bull, Discussion Questions, Miller Lite, Supreme Court, Burger King, Latin America, San Francisco, North America, Marketing Management, American Airlines, Reader's Digest New!
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Front Cover | Table of Contents | First Pages | Index | Surprise Me!
During the early to mid 1990s, the U.S. Army had little trouble attracting enough young men to enlist for military service. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
major selling idea, other promotional mix elements, preplanning input, promotional products marketing, creative execution style, promotional program elements, waste coverage, promotional planners, promotional planning process, integrated marketing communications program, transformational advertising, terminal posters, unduplicated reach, creative strategy development, consumer juries, many national advertisers, many advertising people, integrated marketing communications perspective, persuasion matrix, geographic selectivity, creative specialists, missionary sales, process whereby consumers, comparative messages, transit advertising Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Legal Legal, Advertising Age, Super Bowl, Yellow Pages, Los Angeles, San Diego, Rolling Stone, Federal Trade Commission, General Motors, Leo Burnett, Pizza Hut, Just For Feet, Papa John, Red Bull, Discussion Questions, Miller Lite, Supreme Court, Burger King, Latin America, San Francisco, North America, Marketing Management, American Airlines, Reader's Digest New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
Citations (learn more)
20
books
cite this book:
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- Marketing Bundle: Marketing Briefs, Second Edition: A revision and study guide by Sally Dibb on 5 pages
- Marketing Briefs: A Revision and Study Guide by Sally Dibb on 4 pages
- Integrated Marketing Communications (Cim Student Series) by Tony Yeshin on page 145
- New Directions in International Advertising Research (Advances in International Marketing) by C R Taylor on page 38
- Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why by Max Sutherland in Back Matter
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