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. To best communicate with consumers, advertisers must utilize the myriad of media outlets: print, radio, cable, satellite TV, and now the Internet.
ADVERTISING & PROMOTION by Belch, Belch, and Guolla, 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/Guolla 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 catapults the reader into the business practices of the 21st century. The Second Canadian Edition of ADVERTISING & PROMOTION continues to break new ground and improve itself, incorporating the most current examples from Canada and the world with even more visuals, developing new online components to heighten student learning, and heavily revising the organization of contents to improve the flow and accessibility of the text.
2005 McGraw-Hill Higher Education