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Advertising and Promotion: An Integrated Marketing Communications Perspective

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  • Author(s)George E. Belch / Michael A. Belch
  • Edition11
  • Published3rd October 2017
  • PublisherMcGraw-Hill Education
  • ISBN
  • University course codes
    • Australian Catholic University (ACU):MKTG202 - Marketing Research
    • Australian Institute of Business:9013IMC - Integrated Marketing Communication
    • Bond University:MKTG 71-604 - Communications Strategies
    • Bond University:MKTG13-302 - Promotional Design And Planning
    • Charles Sturt University:MKT570 - Integrated Mkt Comm
    • Curtin University:MKTG2000 - Integrated Marketing Communications
    • Deakin University:MMS715 - Sports Promotion & Pubic Relations
    • Edith Cowan University (ECU):MKT6302 - Promotional Marketing
    • La Trobe University:MKT1ADD - Marketing in the Digital Age
    • RMIT University:MC249 - Master of Advertising
    • RMIT University:MKTG7826C - Evaluate & Recommend Advertising Media Options
    • Southern Cross University:MKT01907 - Tourism and Hospitality Management
    • Southern Cross University:MKT10723 - Marketing Communications
    • University of New South Wales (UNSW):MARK2053 - Marketing Communications and Promotions Management
    • University of Newcastle:GSBS6300 - Integrated Marketing Communications
    • University of Sydney (USYD):MKTG3112 - Marketing Communications
    • University of Technology Sydney (UTS):24210 - Integrated Marketing Communications
    • University of Technology Sydney (UTS):24736 - Marketing Communication


To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.



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