In print for over thirty years, the advertising industry bible and ultimate insider’s guide to getting in and getting noticed.Praised as the “essential,” “award-winning advertising career classic,” here is the industry standard that all aspiring creatives turn to for brutally honest—and often droll—career advice, now fully updated to reflect what most impresses today’s top firms. This is the unequivocal go-to source for anyone looking to break into the business. Originally published under the title The Copy Workshop. Contributors include: David Baldwin, Tom Cuniff, Greg DiNoto, Jim Durfee, Doreen Dvorin, Heidi Ehlers, Jeffrey Epstein, George Felton, Jack Foster, Cliff Freeman, Roz Goldfarb, Jeff Goodby, Dean Hac
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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 success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the import
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