Customer Reviews

Integrated Advertising, Promotion, and Marketing Communications, Second Edition

5 star:		(3)
4 star:		(5)
3 star:		(8)
2 star:		(2)
1 star:		(1)

 

 

I have enjoyed this book. In most cases I can skim the sections I know, skipping examples, and do well on the tests so it is very well structured. There are lots of excellent examples flushing out contents for the total newbie. A lot of thought went into the projects and case studies. If you are looking for a good overview of markting concepts and have a solid instructor to lead discussions about them, this is a great textbook.

That's the good.

The bad is that a number of examples are quite dated. For example, the book claims that Nintendo owns something like 82% of the video game market. How many years ago was this written and how would Sony and Mircrosoft respond? Intel's partnership with Gateway is mentioned in co-branding whereas the modern example would be Dell. Intel actually pays for 2/3 of Dell's advertising as part of the Intel Inside promotion.

Furthermore, the book makes no mention of Account Planning, and increasingly important field in advertising. One would think we still lived in 1992 when the Account Executive was asked to handle all strategic decicisions.

The book needs an overhaul in these ways but the essence is still very solid.
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If you need to buy this textbook, buy it early, and make sure you get the CD. If you don't, send it back.

This is a nice text. Very understandable, easy on the eyes,colourful. Newer (4th) edition is better though!

This international version textbook was half the price of the US version, while the seller claimed that "everything" was the same as US version, I found that the question sections at the end of each chapter had different questions than the US version. All the chapter text was the same but the review questions were different. Assignments came back a bit different as half of my class had the international version of this text. It was a pain to try and get the actual assignment questions from someone in the class with the US version text. But hey, I saved money in the end!

This is a poor textbook and everyone in the class that required it was extremely frustrated at its low quality and high cost - including the professor who got "stuck" using it because they didn't select another book in time.

This was for a graduate level journalism and mass communication course in Integrated Marketing Communications. This textbook, however, didn't provide much more detail than general, freshman-level communications courses. It also provided little help in understanding how to create an IMC plan, one of the goals of the course.

Our professor complained constantly about how he didn't agree with the book. There were possibly two chapters (out of 15) that didn't contain major problems, according to him. I also disagree with many things in the text.

The printing quality of the book is also poor. It is very flimsy and the paper is extremely thin. It's colorful, but that's about it.

I'm using this book in my Advertising and Sales Promotion class, and I hardly ever comment on books, but I really did not like this text. I found the information was poorly organized, and (maybe I've been spoiled with great textbooks in the past but) this text seldom differentiates important main points from other less important ones. At times, it also uses two different terms for the same object, which is really confusing to a beginning marketing student.

Qualms: poorly organized, poor differentiation of main points, poor clarity

This book has a lot of fluff. It reads a bit elementary -ish. If you want a basic understanding of integrated marketing communications and advertising, this is a good start.

I was a bit surprised that it was the international addition I was ordering, but it has worked out okay for class and still has great content. shipped in time and is really helping me with my assignments for class, although can be a bit dry at times.

This is a required book for MBA class. Content is easy to read, summaries at end of chapter are helpful. I'm a business major not a marketing major so much was new to me. Other reviews state the data in book is dated, my class discussions covered more recent trends in Marketing.

I bought paperback used so I got a bargain compared to purchasing new hard bound. I purchased expedited shipping & book arrived as promised in good shape. For the price I paid & fact it's required I got a bargain : )

I got my book in a decent amount of time and it was just as the seller described.

The prompt service was great and the book is clean inside. I know it's difficult to keep a white book cover clean, but it was a bit smudgier than I expected. This is just a small point, but I rated it 4 for that reason. I am possibly expecting too much from used books.

Thanks for the great service.

Karen Millar