In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. Even as advertising is its primary center of attention, it’s more than just an introductory advertising text because there is more to most organisations’ promotional programs than just advertising. The changes happening on the earth of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) viewpoint, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the quite a lot of communication functions.
To take into account the role of advertising and promotion in today's business world, one should recognise how a firm can use all of the promotional tools to keep in touch with its customers. This 10th edition, with its integrated marketing communications viewpoint (the theme of the text), catapults the reader into the business practices of the 21st century.