这本书可看看:
原文:George E. Belch Michael A. Belch(2011). Advertising and Promotion: A Integrated Marketing Communications Perspective. McGrawHill, 9th ed
《广告与促销：整合营销传播视角》，贝尔奇等着，郑苏晖等译，中国人民大学出版社（2011年）；
从整合营销传播视角探讨广告与促销活动的教材,整合理论及实践中的应用。
第8版关注许多营销传播领域的变革，以及对公司广告与促销的战略和战术的影响。

Advertising Promotion and Other Aspects of Integrated Marketing Communications / Edition 9
by Terence A. Shimp
http://search.barnesandnoble.com ... imp/e/9781111580216

Advertising: Principles & Practice
William Wells, John Burnett, Sandra Ernst Moriarty
For introductory courses in Advertising, offered in marketing and journalism departments. Everyone has experienced memorable advertising: the ad or jingle that stays in your mind. But memorable advertising may not sell products or build market shareit may not be effective advertising. In these days of accountability, clients are asking that advertisers create advertising that meets measurable goals. The challenge with teaching advertising by taking theory and applying it to what is going on in advertising agencies is that companies have always been very guarded about goals and measures. Advertising: Principles and Practice has lifted the veil by focusing on EFFIE-award winners: advertising campaigns that have won awards for their effectiveness from the American Marketing Association of New York. These EFFIE-award winners reveal client goals and how these goals were reached. No other book takes theory and shows students how it is applied today to produce effective advertisingadvertising that works

http://www.amazon.com/Advertisin ... Wells/dp/0135978815

Advertising and Promotions An Integrated Brand Approach 6/E 2012 (IE)
作/ 译者：Semenik/Allen/O'Guinn/Kaufmann
•        ISBN：9780538479868
•        年份：2012       
ESSENTIALS OF CONTEMPORARY ADVERTISING 2/E 2009
作/ 译者：ARENS/SCHAEFER/WEIGOLD
•        ISBN：9780071287579
•        年份：2009