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
What's New
New Features:
Most Current Text on the Market: This text features the very best, most current examples; examples and references are added right up until the book is put into production. The text features updated chapter openings, 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.
Cases: Five advertising and promotion cases are located in the online learning center 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.
Interactive Web Page: http://www.mhhe.com/belch04 This web page features an advertising campaign project, examples of print advertisements and commercials which ask the student to identify ad types and advertising theories.
Marketing Leading Video Library This is the best video library in the market. This package includes over 400 commercials and 4 video cases, which include the US Army, Mazda, Chicken of the Sea, and SKYY Vodka. The videos give context and reinforce text concepts and theories and help the student see advertising and promotion in everyday practice.
New PowerPoint Lecture Presentation: The PowerPoint is a completely new high-quality presentation featuring content screens, ads and exhibits from the text, additional ads, commercials, and video snippets from the video package.
New Online Campaign Builder: This online template shows the student how to build an IMC Plan. Everything the student learns in the course builds up to the IMC Plan and the students uses concepts, theories, and tools learned throughout the term and puts them all together to create a successful campaign for a product or service.
To obtain an instructor login for this Online Learning Center, ask your local sales representative.
If you're an instructor thinking about adopting this textbook, request a free copy for review.
2004 McGraw-Hill Higher Education