In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, ...

Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, ...

This book presents case studies of organizational, corporate, and individual crises, and analyzes the communication responses to these situations. Demonstrating how professionals prepare for and respond to crises, as well ...

This book offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, ...

This book explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal was to present advertising as it is actually practiced and make the fundamentals ...

Here are all the proven selling techniques to remove the guesswork from advertising, making it a science of sure results. From writing the headline to making the offer...from finding the right appeal to putting it into ...