Advertising and Promotion: An Integrated Marketing Communications Perspective

by: Michael Guolla (Author),George Belch(Author),Michael Belch(Author)&1more

Publisher: McGraw Hill Ryerson

Publication Date: 2017/2/21

Language: English

Print Length: 608 pages

ISBN-10: 1259272303

ISBN-13: 9781259272301

Book Description

Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.

About the Author

Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.