Advertising and Promotion

While advertising is this texts' primary focus, Belch et al recognizes the evolution of the advertising industry and the fact that most organizations now incorporate much more than just advertising into their promotional program. The IMC perspective calls for a "big picture" approach to planning marketing and promotion programs and Belch aims to provide just that. The seamless integration of IMC perspective boxes and the new IMC planning sections that end each chapter, ensure that the text provides a complete and accurate picture of the role of advertising and promotion in today's business world.

Michael Guolla is an assistant professor at School of Management of the University of Ottawa. He completed his Ph.D. in Business Administration with a concentration in Marketing at The University of Michigan (Ann Arbor) and received his Honours in Business Administration from the Richard Ivey School of Business at The University of Western Ontario. Dr. Guolla has published articles in academic journals, proceedings of scholarly conferences, and management journals in the areas of customer satisfaction, innovation, marketing strategy, and business marketing. He has also written many cases. Professor Guolla's most recent teaching includes promotion management, services marketing, and marketing research. He has previously taught at Richard Ivey School of Business, The Michigan Business School, and at Queen's Business School.