Advertising and Promotion, 3rd Cdn edition

Advertising and Promotion, 3rd Cdn edition
© 2008
by George E. Belch Michael A. Belch Michael Guolla

3rd Edition • Active, In-Print • 592 Pages • Hardcover
9780070974289



While advertising is this texts' primary focus, Belch et al recognizes the evolution of the advertising industry and the fact that most organizations now incorporate much more than just advertising into their promotional program. The IMC perspective calls for a "big picture" approach to planning marketing and promotion programs and Belch aims to provide just that. The seamless integration of IMC perspective boxes and the new IMC planning sections that end each chapter, ensure that the text provides a complete and accurate picture of the role of advertising and promotion in today's business world.

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