by George E. Belch
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Product Description
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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
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Average Customer Review:
0 of 0 people found the following review helpful:
 Informative, 2008-07-28
This has been a very informative book in relation to the information contained in it about media planning. I am beginning to gain a greater insight into how media planning works. The book explains marketing as it relates to media and the whole media planning process.
0 of 0 people found the following review helpful:
 COMPREHENSIVE BOOK ABOUT INTEGRATING TRADITIONAL MEDIA, 2008-07-24
This was a college text book I used over a year ago. It was great to point out the advantages and disadvantages of the various media. Since internet is now playing more into the marketing mix more than ever, I hope new editions expand of the integration of it into traditional media. Excellent resource I still kept after college.
4 of 5 people found the following review helpful:
Good intro to IMC, 2005-09-22
I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.
3 of 5 people found the following review helpful:
 From a Marketing Student, 2002-11-24
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
6 of 12 people found the following review helpful:
Extensive in theory but current and entertaining, 1999-11-10
This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.
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