Summary:
“Advertising and Promotion: An Integrated Marketing Communications Perspective” offers a comprehensive exploration of the principles and practices of advertising and promotion in the context of integrated marketing communications (IMC). The book covers various aspects of advertising and promotion, including strategic planning, creative development, media selection, digital marketing, public relations, and sales promotion. Through real-world examples and case studies, readers gain insights into how organizations develop and implement effective IMC campaigns to achieve their marketing objectives. With a focus on the integration of traditional and digital marketing channels, this edition provides updated information on emerging trends and technologies shaping the advertising and promotion landscape.
Authors:
George E. Belch: George E. Belch is a professor of marketing at San Diego State University. He has extensive experience in teaching and research in the areas of advertising, promotion, and integrated marketing communications. Belch has authored numerous scholarly articles and textbooks on advertising and marketing communications.
Michael A. Belch: Michael A. Belch is a professor emeritus of marketing at San Diego State University. He is widely recognized for his expertise in advertising and promotion, with a focus on consumer behavior and marketing communication strategies. Belch has received several awards for his contributions to marketing education and research.
Publisher:
Publisher: The book is published by McGraw-Hill Education