Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, 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 importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.

广告和促销：一个整合营销传播的观点，6/e，由贝尔奇和贝尔奇，是在广告市场的头号文本。自从麦迪逊大道（Madison Avenue）的广告公司占据统治地位以来，广告和促销领域继续发生巨大变化，营销人员必须超越传统媒体，才能取得成功。为了更好地与消费者沟通，广告商必须利用各种工具（广告、公共关系、直接营销、互动/互联网营销、促销和个人销售）；《打嗝/打嗝》是第一本反映从传统的广告方法向更广泛认可的实施整合营销传播战略的方法转变的书。文本强调了认识到公司必须使用所有可用的促销工具向消费者传达统一信息的重要性。整合营销传播视角（本文的主题）将读者推向21世纪的商业实践。