Skip to main content

Humanities, Social Science and Language


Digital Products


Connect®
Course managementreporting, and student learning tools backed by great support.

McGraw Hill GO
Greenlight learning with the new eBook+

ALEKS®
Personalize learning and assessment

ALEKS® Placement, Preparation, and Learning
Achieve accurate math placement

SIMnet
Ignite mastery of MS Office and IT skills

McGraw Hill eBook & ReadAnywhere App
Get learning that fits anytime, anywhere

Sharpen: Study App
A reliable study app for students

Virtual Labs
Flexible, realistic science simulations

AI Reader
Encourage Discovery, Boost Understanding

Services


Affordable Access
Reduce costs and increase success

LMS Integration
Log in and sync up

Content Collections powered by Create®
Curate and deliver your ideal content

Custom Courseware Solutions
Teach your course your way

Education for All
Let’s build a future where every student has a chance to succeed

Business Program
Explore business learning solutions & resources

Professional Services
Collaborate to optimize outcomes

Remote Proctoring
Validate online exams even offsite

Institutional Solutions
Increase engagement, lower costs, and improve access for your students

Evergreen
Updated, relevant materials—without the hassle.

Support


General Help & Support Info
Customer Service & Tech Support contact information

Online Technical Support Center
FAQs, articles, chat, email or phone support

Support At Every Step
Instructor tools, training and resources for ALEKS, Connect & SIMnet

Instructor Sample Requests
Get step by step instructions for requesting an evaluation, exam, or desk copy

Platform System Check
System status in real time

Advertising and Promotion: An Integrated Marketing Communications Perspective 13

ISBN10: 1266856978 | ISBN13: 9781266856976

Advertising and Promotion: An Integrated Marketing Communications Perspective 13
ISBN10: 1266856978
ISBN13: 9781266856976
By George Belch and Michael Belch

* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Instructor Information

Quick Actions (Only for Validated Instructor Accounts):

Sign In with your validated instructor account to request a copy and review instructor resources

Today,we are experiencing the most dynamic and revolutionary changes of any era inthe history of marketing communications! Advertising and Promotion: AnIntegrated Marketing Communications Perspective reflects these changes andtheir implications for the marketer. Because the digital evolution andrevolution also applies to how students learn, our digital support package withConnect and SmartBook 2.0 have also received extensive innovative updates!  

Contains Ethical, Global and Digital/SocialMedia Perspectives throughout 

Explores changes in media consumption patternsand the implications of these changes for IMC strategies and tactics.    

Extensive discussion around challenges facingtraditional media such as television, magazines, newspapers, and radio as theycompete against digital media. 

Emphasizes on the integration of advertisingwith other promotional-mix elements and the need to understand their role andoverall contribution. 

McGraw Hill’s Connect ensures demonstration ofmarketing communications to real-world scenarios with SmartBook 2.0, VideoCases, Case Analyses, Application-based Activities and much more. 

About the Author

George Belch

George E. Belch is professor emeritus of marketing in the Fowler College of Business at San Diego State University, where he teaches integrated marketing communications and strategic marketing. He received his PhD in marketing from the University of California, Los Angeles. Before entering academia, Dr. Belch was a marketing representative for the DuPont Company. He also worked as a research analyst for the DDB Worldwide advertising agency.

Dr. Belch's research interests are in the area of consumer processing of advertising information as well as managerial aspects of integrated marketing communications. He has authored or coauthored more than 40 articles in leading academic journals and proceedings, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Advertising, Journal of Promotion Management, Journal of Advertising, and Journal of Business Research. He also serves on the editorial review boards of the Journal of Advertising Research and the Journal of Marketing Education. In 2000, he was selected as Marketing Educator of the Year by the Marketing Educators' Association for his career achievements in teaching and research. He also received the Distinguished Faculty Member Award for the College of Business Administration at San Diego State University in 1994 and 2003.

Dr. Belch has taught in executive education and development programs for various universities around the world. He has also conducted seminars on integrated marketing communications as well as marketing planning and strategy for a number of multinational companies, including Sprint, Microsoft, Qualcomm, Arbitron, Square D Corporation, Armstrong World Industries, and Texas Industries.


Michael Belch

Michael (Mickey) A. Belch is professor emeritus of marketing in the Fowler College of Business at San Diego State University and is also director of the Centre for Integrated Marketing Communications at San Diego State. He received his undergraduate degree from Penn State University, his MBA from Drexel University, and his PhD from the University of Pittsburgh.

Before entering academia he was employed by the General Foods Corporation as a marketing representative and has served as a consultant to numerous companies, including McDonald’s, Whirlpool Corporation, Senco Products, GTI Corporation, IVAC, May Companies, Phillips-Ramsey Advertising and Public Relations, and Dally & Associates Advertising. He has conducted seminars on integrated marketing and marketing management for a number of multinational companies and has also taught in executive education programs In France, Amsterdam, Spain, Chile, Peru, Argentina, Colombia, China, Slovenia, and Greece. 

He is the author or coauthor of more than 60 articles in academic journals and proceedings in the areas of advertising, consumer behavior, and international marketing including the Journal of Advertising, Journal of Advertising Research, Journal of Business Research, Journal of Promotion Management, and International Journal of Advertising. Dr. Belch Is also a member of the editorial review board of the Journal of Advertising and the International Journal of Advertising. He received outstanding teaching awards from undergraduate and graduate students numerous times. He also received the Distinguished Faculty Member Award for the College of Business Administration at San Diego State University in 2007. He was awarded the Giep Franzen Fellowship from the University of Amsterdam.

Need support?   We're here to help - Get real-world support and resources every step of the way.

Top