Introduction to Advertising and Promotion
Author | : George Edward Belch |
Publisher | : McGraw-Hill/Irwin |
Total Pages | : 840 |
Release | : 1995 |
Genre | : Business & Economics |
ISBN | : 9780256136968 |
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Author | : George Edward Belch |
Publisher | : McGraw-Hill/Irwin |
Total Pages | : 840 |
Release | : 1995 |
Genre | : Business & Economics |
ISBN | : 9780256136968 |
Author | : George Eugene Belch |
Publisher | : |
Total Pages | : |
Release | : 1993 |
Genre | : Advertising |
ISBN | : 9780256134438 |
Author | : George E. Belch |
Publisher | : McGraw-Hill/Irwin |
Total Pages | : 836 |
Release | : 1993-01-01 |
Genre | : Advertising |
ISBN | : 9780256105162 |
Author | : George Edward Belch |
Publisher | : McGraw-Hill/Irwin |
Total Pages | : 836 |
Release | : 1993-01-01 |
Genre | : Business & Economics |
ISBN | : 9780256108255 |
Author | : Lawrence J. Gitman |
Publisher | : |
Total Pages | : 1455 |
Release | : 2024-09-16 |
Genre | : Business & Economics |
ISBN | : |
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Author | : Belch |
Publisher | : Irwin Professional Publishing |
Total Pages | : |
Release | : 1995-01-01 |
Genre | : |
ISBN | : 9780256178531 |
Author | : Arthur Judson Brewster |
Publisher | : The Minerva Group, Inc. |
Total Pages | : 398 |
Release | : 2001-09 |
Genre | : Business & Economics |
ISBN | : 9780898755060 |
Originally published in 1924, as one of the first advertising textbooks, it holds much of use to the advertising industry today. The illustrations and examples of advertisements of the time also make it a fascinating historical collection. Arthur Judson Brewster was Head of the Department of Advertising and Selling, College of Business Administration, Syracuse University, and formerly Advertising Manager of The L. C. Smith & Bros. Typewriter Company. Herbert Hall Palmer was Associate Professor of Business English and Advertising, College of Business Administration, Syracuse University.
Author | : Emmanuel Mogaji |
Publisher | : Routledge |
Total Pages | : 341 |
Release | : 2021-05-30 |
Genre | : Business & Economics |
ISBN | : 1000384748 |
This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
Author | : Michael Belch |
Publisher | : McGraw-Hill Education |
Total Pages | : 864 |
Release | : 2011-01-25 |
Genre | : Business & Economics |
ISBN | : 9780073404868 |
Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that 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. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.