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Avila University - Fall 2012 Traditional | ||
Section 01 | ||
 | Loose-Leaf Advertising and Promotion (9th Edition) by George E. Belch, Michael A. Belch Loose Leaf, Published 2011 ISBN-10: 0-07-742796-3 / 0077427963 ISBN-13: 978-0-07-742796-2 / 9780077427962 Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve | |