Introduction
Advertising and promotion play a crucial role in the success of a product or service. In today’s competitive marketplace, companies must find effective ways to reach and engage their target audience in order to stand out among their competitors. This is where integrated marketing communications (IMC) comes into play.
In their book, Advertising and Promotion: An Integrated Marketing Communications Perspective, authors George E. Belch and Michael A. Belch discuss the importance of IMC in creating a cohesive and effective communication strategy. They argue that IMC is essential for building a strong brand and establishing a consistent brand message across all marketing channels.
About the Authors
George E. Belch and Michael A. Belch are well-known figures in the field of advertising and marketing. They are both professors of marketing at San Diego State University and have extensive experience in teaching and researching in the area of advertising and promotion.
George E. Belch received his PhD from the University of California, Los Angeles and has published numerous articles and books on advertising and marketing. He is also a consultant for various companies and has conducted training and research projects for major corporations such as AT