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Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As 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. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch 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. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.

Advertising Target Practice

This new Web-based learning tool combines video and interactive elements to allow students to explore the concepts and theories presented in the text as they relate to real-world practice. Each segment takes an in-depth look at a real advertising agency and their work on an actual client campaign. Students will study real-world marketing problems, examine objectives of the campaign process, and then be given an opportunity to step in the shoes of an agency player and create their own versions of the campaigns. This exciting new online tool allows students to view video interviews and then apply their own critical thinking to how they would create a team, select a strategy, and build a campaign.

View the Advertising Target Practice demo!