Advertising & Promotion: An Integrated Marketing Communications Perspective

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

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.