This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations? promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text. Salient Features: Chapter Openers: New opening cases on important and recent issues such as the shift from traditional to digital media, growth of online dating, use of influencers in marketing, use of storytelling as a trending research method, etc. Digital and Social Media Perspective: Discussions on trending topics like today?s ?Youtubers?, need for pretesting of online advertising, programmatic buying of media, transformation of traditional billboards through technology and augmented reality, etc. Indian Perspectives: Especially added in this Indian adaptation, these provide discussions, views and analysis of interesting issues related to the material in the chapter, drawn from Indian practices. IMC Perspectives: New perspectives on topics such as changing marketing strategies for millennials to that for generation Z, difficulties marketers face with the popular 'discounts' strategy, competition faced by major TV networks due to rise in other streaming services, etc. Updated and Expanded Sections: Overview of the promotional mix and the various IMC tools, word-of-mouth communication and viral marketing, response hierarchy models, to name a few. About the Author Dr. George E. Belch George E. Belch is professor of marketing and senior associate dean of the Fowler College of Business at San Diego State University, where he teaches integrated marketing communications and strategic marketing. He received his PhD in marketing from the University of California, Los Angeles. Before entering academia, Dr. Belch was a marketing representative for the DuPont Company. He also worked as a research analyst for the DDB Worldwide advertising agency. Dr. Belch?s research interests are in the area of consumer processing of advertising information as well as managerial aspects of integrated marketing communications. He has authored or coauthored more than ?. articles in leading academic journals and proceedings, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Advertising, Journal of Promotion Management, Journal of Advertising, and Journal of Business Research. He also serves on the editorial review boards of the Journal of Advertising Research and the Journal of Marketing Education. In 2000, he was selected as Marketing Educator of the Year by the Marketing Educators? Association for his career achievements in teaching and research. He also received the Distinguished Faculty Member Award for the College of Business Administration at San Diego State University in 1994 and 2003. Dr. Michael A. Belch Michael (Mickey) A. Belch is professor emeritus of marketing at San Diego State University and is also director of the Centre for Integrated Marketing Communications at San Diego State. He received his undergraduate degree from Penn State University, his MBA from Drexel University, and his PhD from the University of Pittsburgh. Before entering academia he was employed by the General Foods Corporation as a marketing representative and has served as a consultant to numerous companies, including McDonald?s, Whirlpool Corporation, Senco Products, GTI Corporation, IVAC, May Companies, Phillips-Ramsey Advertising and Public Relations, and Daily & Associates Advertising. He has conducted seminars on integrated marketing and marketing management for a number of mu
