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Advertising And Promotion. With Powerweb, 7th Edition
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PRODUCT INFORMATION

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    Specifications

    Category Type
    Business Strategy
    ISBN
    9780071108522.0
    Item EAN
    2724330358874
    People
    Author
    George Belch
    People
    Publisher
    McGraw Hill Higher Education
    Category Type
    Business Strategy
    ISBN
    9780071108522.0
    Item EAN
    2724330358874
    People
    Author
    George Belch
    People
    Publisher
    McGraw Hill Higher Education
    Languages and countries
    Book Language
    English
    Read more
  •  

    Description:

    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

    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.

 

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