TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9781266090608
AV  - HF5823 .B387 2004
U1  - 659.1 23/eng/20230404
PY  - 2024///]
CY  - New York, NY
PB  - McGraw Hill LLC
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Includes bibliographical references and index
N2  - "Nearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them"--
ER  -