Advertising and Promotion: An Integrated Marketing Communications Perspective

by George E. Belch

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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.

Genres: Business, Textbooks, Nonfiction, School, Psychology

871 pages, Hardcover

First published October 1, 1997

Reviews

[Blair · Rating 4 out of 5]

I know marketing now

[Dmitry · Rating 1 out of 5]

(The English review is placed beneath the Russian one)

На эту я книгу наткнулся, когда искал академический учебник по рекламе, что-то типа книги Котлера «Маркетинг. Менеджмент», но который объяснял во всех деталях уже не маркетинг, а рекламу. Как оказалось, в отличие от темы «Маркетинг», на которую написано довольно много университетских учебников, по рекламе таких книг практически нет. Я знаю только одну книгу связанную с рекламой – «Contemporary Advertising and Integrated Marketing Communications» by William F. Arens. Но в ней меня беспокоил год издания – 2016. Я хотел, чтобы книга была издана недавно, ибо мне нужен был современный взгляд на рекламу с учётом развития Интернета, социальных сетей и изменений в технологиях. Поэтому я решил поискать что-то поновей. Данная книга показалась мне именно что свежей, выпущенной в 2018 году и предлагающей не просто тему «реклама», а более широкий комплекс.

Что я в итоге получил? Классический маркетинг. Я дочитал лишь до 6 главы, но на протяжении всех этих 6 глав речь шла только и исключительно только о маркетинге. Однако о классическом маркетинге лучше всего пишет Котлер и именно его академические книги и лучше читать. В данной книге всё настолько скучно и не интересно, столько пустых и бессмысленных слов, что меня невероятно сильно клонило в сон всякий раз, когда я начинал читать эту книгу. Более того, книга написана настолько сухим и тяжелым языком, что читать становится вдвойне тяжелей. Да и зачем, если есть отличная альтернатива в лице Котлера? Да, рекламе автор посвящает место. Но он отводит этому лишь одну часть! Я ожидал, что автор всю книгу посвятит рекламе, а он только ОДНУ часть отводит ей! Это полная бессмыслица. Как я уже сказал, если я хочу почитать о маркетинге, я возьму книгу Котлера. Так зачем мне это здесь, в этой книг? Неужели нельзя было пропустить это? Если без этого ну никак не мог автор обойтись, то он вполне мог сжатую версию со ссылкой на полноценные учебники по маркетингу, отведя большую часть книги теме «реклама».

Увы, но автор решил включить все, что только возможно в свою книгу, а нужно ли это там или нет, его, похоже, не сильно волновало. К примеру, автор на полном серьёзе пишет о подсознательной рекламе, отдавая этой теме несколько страниц. Вы это серьёзно?! Может быть, ещё сказки для детей включили бы в книгу?

Дальше автор включает, какие только существуют теории на одну конкретную тему в свою книгу. Т.е. автор не анализирует даже теории, он просто включает все, что когда-либо было написано на этот счёт. Чем больше, тем лучше, так сказать. Неужели автор не понимает, что читатель просто утонет в этом нагромождении теорий? Что нужно лишь несколько подходов, но основных, чем великое их множество, которыми никто и никогда не будет пользоваться и о которых забудут сразу после их прочтения.

Обычно я не люблю бросать учебники, но это один из тех случаев, когда я просто не смог заставить себя продолжать читать. Я потратил все силы, когда читал одну главу, потом вторую, но на третьей я сломался. Просто понял, что дальше я не смогу читать, что буду отвлекаться каждый раз и, следовательно, буду читать книгу год, а может и больше. Поэтому единственным правильным решением было бросить книгу на 6 главе.

В общем, одна из худших книг. Даже удивительно, как авторам удалось превратить такую интересную тему, в невероятно скучную книгу, со сложным текстом, да и ещё с крайне поверхностным материалом. Нет, лучше перечитать того же Котлера, чем мучится с этой книгой.

I came across this book when I was looking for an academic textbook on advertising, something like Kotler's "Marketing Management," which explained in great detail not marketing, but advertising. As it turned out, unlike the topic of Marketing, on which quite a lot of university textbooks were written, there are almost no such books on advertising. I know of only one book related to advertising, Contemporary Advertising and Integrated Marketing Communications by William F. Arens. But I was concerned about the year of publication - 2016. I wanted the book to be published recently, because I wanted a modern view of advertising, taking into account the development of the Internet, social networks, and the recent changes in technology. So I decided to look for something newer. This book seemed to me to be just that fresh, released in 2018 and offering not just the topic of advertising but the broader complex.

What did I end up getting? The classic marketing. I only got as far as chapter 6, but throughout those six chapters, it was all about marketing. But, classic marketing is best written about by Kotler, and it is his academic books that are the best to read. Everything in this book is so boring, and uninteresting, with so many empty and meaningless phrases, that it made me incredibly sleepy every time I started to read this book. Moreover, the book is written so dry and unnecessarily complex that it becomes doubly difficult to read. And for what reason, if there is a great alternative in the form of Kotler? Yes, the author gives a place for advertising. But he gives it only one part! I expected that the author devoted the entire book to advertising, but he gives it only ONE part! That doesn't make any sense at all. Like I said, if I want to read about marketing, I'll take Kotler's book. So why would I want it here in this book? Couldn't it have been left out? If there is no way to do this without it, the author could at least offer an abridged version, devoting most of the book to the subject of "advertising.

Alas, the author decided to include everything he could in his book, and it didn't seem to bother him much whether it was necessary or not. For example, the author writes about subliminal advertising in complete seriousness, devoting several pages to the subject. Are you serious?! Wouldn't you also include fairy tales for children in the book?

Further, the author includes whatever theories exist on one particular topic in his book. That is, the author doesn't even analyze the theories, he just includes everything that has ever been written on the subject. The more the better, so to speak. Doesn't the author realize that the reader will simply drown in this pile of theories? Better to have only a few approaches, but basic ones, than a great many that no one will ever use and will be forgotten about as soon as they are read.

Usually, I don't like to give up textbooks, but this was one of those times when I just couldn't bring myself to keep reading. I spent all my energy reading one chapter, then the second, but at the third I stopped. I just realized that I couldn't read any further, that I would be distracted every time and, consequently, I would read the book for a year or maybe more. So the only right decision was to quit the book at chapter 6.

All in all, one of the worst books. It is even amazing how the authors managed to turn such an interesting topic into an incredibly boring book, with a complex text, and even with extremely superficial material. No, I would rather reread the same Kotler than struggle to read this book.

[Iuliana-raluca Gheorghe · Rating 3 out of 5]

A very good and useful book if you are interested in the traditional instruments of marketing communications. It is great because it encloses a lot of examples. Basically, i think it targets more students than specialists.

[Susan Grey · Rating 2 out of 5]

This was like an anthology of ideas, with much repeating of some concepts and omitting others. I am impressed with the up-to-date information inside, but I had about 5 times I tried to look up a term associated with IMC, and couldn't find it in the book. Weird.

[Smriti Sehgal]

I want to read this book. The book looks interesting

[Esraa Eldiasty · Rating 3 out of 5]

Very Nice book listed Marketing Tools in detail

[Yari · Rating 4 out of 5]

I read this for a course at Liberty University. It’s a good starting place if interested in IMC.

[Vijay Chengappa · Rating 4 out of 5]

One of the key Marketing textbooks in Indian B-schools, this comprehensive tome on A&P covers myriad examples, and is a must-read primer for any one interested in the field.

[Hạo Phan · Rating 4 out of 5]

Nền tảng lí thuyết cho những ai quan tâm đến lĩnh vực quản cáo truyền thông sản phẩm, dịch vụ. Hay, nhiều nghiên cứu, tuy nhiên nặng về lí thuyết.

[Joshua Adams · Rating 4 out of 5]

Took an advertising class in college and this book was very helpful. Passed the class and currently have the textbook still.

[Audrey · Rating 5 out of 5]

comprehensive and interesting book that covers all aspects of advertising from the planning to production, accompanied with real life case studies such as Apple and other US companies.
made me enjoy my module :)

[Naeem Gadhi · Rating 5 out of 5]

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[Mike · Rating 2 out of 5]

I hate some books. I felt like testing the barcode reader. Works well...

[Bjm Index]

9

[Chantel · Rating 5 out of 5]

A very interesting baccalaureate/college level textbook. I learned so much about running the advertising and promotion campaigns for my small business from this book.

[Ash · Rating 4 out of 5]

Textbook for WVU's IMC 610 - Introduction to IMC. Very informative, with a ton of good information

[Ottotan · Rating 5 out of 5]

Very comprehensive framework for integrated marketing communication but need more focus on "integrated"

[Cassie Kabrick · Rating 4 out of 5]

Like any textbook, it's pretty dry, but it has good information.

[Nhi Hoang · Rating 5 out of 5]

It should be the most concise, academic book that has helped me transcending my readability as well as perspectives on Ad.

[Kayla · Rating 3 out of 5]

Sales and Marketing textbook