While this sixth edition represents a tremendous amount of work on our part, it would not have become a reality without the assistance and support of many other people. Authors tend to think they have the best ideas, approach, examples, and organization for writing a great book. But we quickly learned that there is always room for our ideas to be improved on by others. A number of colleagues provided detailed, thoughtful reviews that were immensely helpful in making this a better book. We are very grateful to the following individuals who worked with us on earlier editions. They include
Lauranne Buchanan, University of Illinois Roy Busby, University of North Texas Lindell Chew, University of Missouri-St. Louis Catherine Cole, University of Iowa John Faier, Miami University Raymond Fisk, Oklahoma State University Geoff Gordon, University of Kentucky Donald Grambois, Indiana University Stephen Grove, Clemson University Ron Hill, University of Portland Paul Jackson, Ferris State College
Don Kirchner, California State University-Northridge Clark Leavitt, Ohio State University Charles Overstreet, Oklahoma State University Paul Prabhaker, Depaul University, Chicago Scott Roberts, Old Dominion University Harlan Spotts, Northeastern University Mary Ann Stutts, Southwest Texas State University Terrence Witkowski, California State University-
Long Beach Robert Young, Northeastern University Terry Bristol, Oklahoma State University Roberta Ellins, Fashion Institute of Technology Robert Erffmeyer, University of Wisconsin-
Eau Claire Alan Fletcher, Louisiana State University Jon B. Freiden, Florida State University Patricia Kennedy, University of Nebraska Susan Kleine, Arizona State University Tina Lowry, Rider University Elizabeth Moore-Shay, University of Illinois Notis Pagiavlas, University of Texas-Arlington William Pride, Texas A&M University Joel Reedy, University of South Florida Denise D. Schoenbachler, Northern Illinois University
James Swartz, California State University-Pomona Robert H. Ducoffe, Baruch College Robert Gulonsen, Washington University Craig Andrews, Marquette University Subir Bandyopadhyay, University of Ottawa Beverly Brockman, University of Alabama John H. Murphy II, University of Texas-Austin Glen Reicken, East Tennessee State University Michelle Rodriquez, University of Central Florida Elaine Scott, Bluefield State College
We are particularly grateful to the individuals who provided constructive comments on how to make this edition better: Craig Andrews, Marquette University; Christopher Cakebread, Boston University; Robert Cutter, Cleveland State University; Don Dickinson, Portland State University; Karen James, Louisiana State University-Shreveport; Robert Kent, University of Delaware; Herbert Jack Rotfield, Auburn University; Lisa Sciulli, Indiana University of Pennsylvania; Janice
Taylor, Miami University, and Richard Wingerson, Florida Atlantic University. A very special thank-you goes to Roberta Elins and the faculty at the Fashion Institute of Technology, who provided many useful insights and interesting examples.
We would also like to acknowledge the cooperation we received from many people in the business, advertising, and media communities. This book contains several hundred ads, illustrations, charts, and tables that have been provided by advertisers and/or their agencies, various publications, and other advertising and industry organizations. Many individuals took time from their busy schedules to provide us with requested materials and gave us permission to use them. A special thanks to all of you.
A manuscript does not become a book without a great deal of work on the part of a publisher. Various individuals at Irwin/McGraw-Hill have been involved with this project over the past several years. Our sponsoring editor on the sixth edition, Barrett Koger, provided valuable guidance and was instrumental in making sure this was much more than just a token revision. A special thanks goes to Nancy Barbour, our developmental editor, for all of her efforts and for being so great to work with. Thanks also to Natalie Ruffatto for doing a superb job of managing the production process. We also want to acknowledge the outstanding work of Charlotte Goldman for her help in obtaining permissions for most of the ads that appear throughout the book. Thanks to the other members of the product team, Keith McPherson, Judy Kausal, Joyce Chappetto, Debra Sylvester, and Craig Atkins, for all their hard work on this edition.
We would like to acknowledge the support we have received from the College of Business at San Diego State University. As always, a great deal of thanks goes to our families for putting up with us while we were revising this book. Once again we look forward to returning to normal. Finally, we would like to acknowledge each other for making it through this ordeal again. Our mother to whom we dedicate this edition, will be happy to know that we still get along after all this— though it is definitely getting tougher and tougher.
George E. Belch Michael A. Belch
1. To examine the promotional function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies.
2. To introduce the concept of integrated marketing communications (IMC) and consider how it has evolved.
3. To examine reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs.
To introduce the various elements of the promotional mix and consider their roles in an IMC program.
To examine how various marketing and promotional elements must be coordinated to communicate effectively.
To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program.
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Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.