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Advertising and Promotion: An Integrated Marketing Communications Perspective [Paperback]

George E. (George Edward) Belch
3.0 out of 5 stars  See all reviews (1 customer review)
Price: CDN$ 108.98 & FREE Shipping. Details
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Book Description

November 2008
This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.

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About the Author

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

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Most helpful customer reviews
4 of 4 people found the following review helpful
3.0 out of 5 stars From a Marketing Student 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: 4.3 out of 5 stars  12 reviews
20 of 26 people found the following review helpful
5.0 out of 5 stars 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
3.0 out of 5 stars 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.
5.0 out of 5 stars 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 =)
4.0 out of 5 stars 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
5.0 out of 5 stars 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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