eBook:Advertising and Promotion: An Integrated Marketing Communications Perspective

Advertising and Promotion: An Integrated Marketing Communications Perspective

Overview: Belch / Belch 9th Edition continues with its objective advertising focusing on BMI. It contains a very comprehensive coverage of Agency issues and creative work and how it will interact with the IMC mix. The authors understand that buyers need to look beyond traditional media in order to achieve success. To better communicate with consumers, an Advertiser use a variety of tools (advertising, public relations, direct marketing, interactive marketing / internet sales promotion and personal selling); Belch / Belch is to take the first book due to the transition from the conventional methods of Advertising for the better recognized approach of implementing an integrated marketing communications strategy. The text stresses the importance of recognizing that the company must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) drives the reader into the business practices of

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