Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e
George Belch,
San Diego University Michael Belch,
San Diego University
ISBN: 0072536764 Copyright year: 2004
Feature Summary
Retained Features:
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 underscore to the students how advertising theories apply worldwide.
Internet and WWW (Chapter 15): This chapter introduces the important role the Internet plays in creating an effective Integrated Marketing Campaign. Successful Internet campaigns are highlighted and illustrate the steps advertisers take to maximize their exposure on the web, showing students how the web is one important part of the advertising and promotional mix.
Career Profiles: Sprinkled throughout the text, this feature introduces successful individuals working in the communications, account management, creative director for a promotions industry, media sales person, market researcher, as well as other working in the advertising and promotions field. These profiles highlight problems, issues, successes, and failures faced by individuals working and illustrate to the students how text concepts, theories, and applications are put into practice in everyday situations.
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2004 McGraw-Hill Higher Education