Advertising and Promotion: An Integrated Marketing Communications Perspective11th Edition

By George Belch and Michael Belch
ISBN10: 1259548147
ISBN13: 9781259548147
Copyright: 2018



- Has chapters on advertising, sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations,   - Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution. - Connect: A highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.