Advertising and Promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch

Includes bibliographical references and index.

Part One -- Introduction to integrated marketing communications -- Part Two Integrated marketing communications program situation analysis -- Part Three Analyzing the communication process -- Part Four Objectives and budgeting for integrated marketing communications programs -- Part Five Developing the integrated marketing communications programs -- Part Six Monitoring, evaluation, and control -- Part Seven Special topics and perspectives -- Glossary of advertising and promotion terms -- Endnotes -- Credits and acknowledgements -- Name and company index -- Subject index.

"In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a "big picture" approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognize how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.
This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition." -- Back cover.