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Advertising and Promotion: An Integrated Marketing Communications Perspective Paperback – Nov 1 2008


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Product Details

  • Paperback: 864 pages
  • Publisher: McGraw-Hill Irwin,; 8th edition edition (November 2008)
  • Language: English
  • ISBN-10: 0071284400
  • ISBN-13: 978-0071284400
  • Product Dimensions: 27.7 x 22.4 x 2.8 cm
  • Shipping Weight: 1.7 Kg
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #1,526,341 in Books (See Top 100 in Books)
  • See Complete Table of Contents


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First Sentence
During the early to mid 1990s, the U.S. Army had little trouble attracting enough young men to enlist for military service. Read the first page
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4 of 4 people found the following review helpful By Veronica Liang on Nov. 23 2002
Format: Hardcover
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.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 12 reviews
20 of 26 people found the following review helpful
An awesome book! Sept. 27 1999
By A Customer - Published on Amazon.com
Format: Hardcover
I have just completed reading Advertising and Promotion: An Integrated Marketing communications Perspective by Belch and Belch. I found it to be the best source of information available on this topic. The text is extremely comprehensive, yet very interesting to read. At my job as a marketing director, this book is invaluable. I strongly recommend it to anyone who wants to learn how to develop an integrated marketing communications plan. I will also suggest it to my advertising agency.
12 of 16 people found the following review helpful
From a Marketing Student Nov. 23 2002
By Veronica Liang - Published on Amazon.com
Format: Hardcover
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.
great book Feb. 5 2013
By luz garcia - Published on Amazon.com
Format: Hardcover Verified Purchase
This is what was I was looking book! It contains a lot of interesting subjects...I would recommend it to people who love advertising =)
Enjoyed Dec 26 2012
By Jammeroni - Published on Amazon.com
Format: Hardcover Verified Purchase
I'll be honest here...I logged into my Amazon account to review another product and this product also showed up as something needing a review...So...since I cannot remember when I ordered this, and I cannot honestly say that I remember the content, I'll give it a good healthy 4 star rating...because I can say that I (oddly) do seem to remember when I do dislike a book, and I do not remember disliking this one. So 4 star rating it is. Good luck!
0 of 1 people found the following review helpful
COMPREHENSIVE BOOK ABOUT INTEGRATING TRADITIONAL MEDIA July 23 2008
By Mig Pascual - Published on Amazon.com
Format: Hardcover
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.

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