Advertising & Promotion

As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.Feature : Strong Global Examples: Global examples are integrated throughout each chapter, in the text and in boxed sidebars, examining the role of advertising and other promotional areas in international markets. These current and interesting examples underscore to the students how advertising theories apply worldwide. Feature : Internet and WWW (Chapter 15): This chapter introduces the important role the Internet plays in creating an effective Integrated Marketing Campaign. Successful Internet campaigns are highlighted and illustrate the steps advertisers take to maximize their exposure on the web, showing students how the web is one important part of the advertising and promotional mix. Feature : Streamlined ContentĹźThe 8th edition features expanded coverage of modern topics and a corresponding reduction of universally known material. For example, in Chapter 15: The Internet and Interactive Media, concepts that are no longer new (i.e. search engines and search optimization) are touched lighter than topics like wireless technology, which are given more treatment. The benefit to the student is twofold: 1) They relate (and thus are more connected) with the up-to-date concepts and technology and 2) They learn how they are translated realistically in the business world. Feature : New Diversity PerspectivesĹźThese boxed sections highlight the industryĹźs move to market to diverse audiences. Targeted campaigns and specialty agencies are highlighted, showing student the steps advertisers take to market certain products to certain audiences.Feature : More Career CoverageĹź Sprinkled throughout the text are Career Profiles, a feature that introduces successful individuals working in a number of fields. These profiles highlight problems, issues, successes, and failures faced by individuals working and illustrate to the students how text concepts, theories, and applications are put into practice in everyday situations. In addition to this coverage, there is a career section on the website that will provide future-minded students with even more guidance. Feature : Most Current Text on the Market: This text features the very best, most current examples; examples and references are added right up until the book is put into production. In the changing world of advertising and promotion, currency is key and students will be on the cutting edge with this text. Feature : Interactive Web Page: http://www.mhhe.com/belch07 This web page features an advertising campaign project, examples of print advertisements and commercials which ask the student to identify ad types and advertising theories. Feature : Online Campaign Builder: This online template shows the student how to build an advertising campaign. Everything the student learns in the course builds up to the ad campaign and the students uses concepts, theories, and tools learned throughout the term and puts them all together to create a successful campaign for a product or service.Feature : Integrated Marketing Communications Theme: This text is known for offering the best balance of advertising practice and IMC. Belch/Belch were the first to recognize the growing importance of IMC and build it into the text from the first edition onward. IMC is introduced early and numerous examples illustrate and reinforce its importance throughout showing students how various marketing and promotional elements must be coordinated to communicate effectively.