Advertising and Promotion: An Integrated Marketing Communications Approach, 2/e
George E. Belch Michael A. Belch Michael Guolla
ISBN: 0070939853 Copyright year: 2005
Feature Summary
Most Current Text on the Market: This text features the very best, and most current examples – Canadian and otherwise. Examples and references are added right up until the book is put into production. The text features updated Canadian chapter openers, advertisements, and advertising and promotion perspectives. In the changing world of advertising and promotion, currency is key and students will be on the cutting edge with this text.
Reorganization of Material: Selected areas of the text have been redistributed to reduce redundancies in the text, improve flow, and better facilitate student learning. This has resulted in the material on the IMC Role in Marketing being redistributed throughout the text, heavy revision to coverage of Consumer Behaviour Models, and the creation of a new Creative Process chapter.
Cases: Carefully selected advertising and promotion cases are located on the Online Learning Centre, and offer students the opportunity to see how advertising concepts and theories in the text are applied in everyday practice at real companies.
Diversity Perspectives: These new boxed sections highlight the industry's move to market to diverse audiences. Targeted campaigns and specialty agencies are highlighted, showing student the steps advertisers take to market certain products to certain audiences.
Online Learning Centre: This web site features an advertising campaign project, examples of print advertisements, and commercials which ask the student to identify ad types and advertising theories.
New PowerPoint® Lecture Presentation: The PowerPoint is a completely new high-quality presentation featuring visuals from the text and links to relevant Web sites.
New Online Campaign Builder: This online template shows the student how to build an advertising campaign by taking concepts, theories, and tools learned throughout the term and putting them all together to create a successful campaign for a product or service.
Integrated Marketing Communications Theme: This text is known for offering the best balance of advertising practice and IMC. Belch/Belch were the first to recognize the growing importance of IMC and build it into the text from the first edition onward. IMC is introduced early and numerous examples illustrate and reinforce its importance throughout showing students how various marketing and promotional elements must be coordinated to communicate effectively.
Strong Ethical Coverage: Ethical issues faced by advertisers are analyzed and discussed throughout the text and are highlighted in boxed sidebars. This feature discusses specific issues, developments, and problems that call into question the ethics of marketers and their decisions as they develop and implement their advertising and promotional programs. Students have the opportunity to evaluate decisions from an ethical perspective and decide if a company acted appropriately or not in a variety of situations.
Strong Global Examples: Global examples are integrated throughout each chapter, in the text and in boxed sidebars, examining the role of advertising and other promotional areas in international markets. These current and interesting examples illustrate to the students how advertising theories apply worldwide.
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2005 McGraw-Hill Higher Education