Advertising, promotion, and other aspects of integrated marketing communications / Terence A. Shimp, J. Craig Andrews.
By: Shimp, Terence A.
Contributor(s): Andrews, J. Craig.Material type: BookCall no.: HF5415.123 .S48 2013Publication: Australia : South-Western/Cengage Learning, c2013Edition: 9th ed., international ed.Description: xxii, 729 p. : ill.Notes: Rev. ed. of: Integrated marketing communications in advertising and promotion.ISBN: 9781133191421; 1133191428.Subject(s): Communication in marketing | Sales promotion | Advertising | Direct marketing
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Rev. ed. of: Integrated marketing communications in advertising and promotion.
PART 2 THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC). 1 An Overview of Integrated Marketing Communications -- 2 Enhancing Brand Equity and Accountability -- 3 Brand Adoption, Brand Naming and Intellectual Property Issues -- 4 Environmental, Regulatory and Ethical Issues -- PART 2 FUNDAMENTAL IMC PLANNING BACKGROUND AND DECISIONS. 5 Segmentation and Targeting in IMC -- 6 The Communications Process and Consumer Behavior -- 7 The Role of Persuasion in Intergrated Marketing Communications -- 8 Objective Setting and Budgeting -- PART 3 ADVERTISING MANAGEMENT AND NEW MEDIA CHOICES. 9 Overview of Advertising Management -- 10 Effective and Creative Ad Messages -- 11 Endorsers and Message Appeals in Advertising -- 12 Traditional Ad Media -- 13 Online and Mobile Advertising -- 14 Social Media -- 15 Direct Marketing and Other Media -- 16 Advertising Media: Planning and Analysis -- 17 Measuring Ad Message Effectiveness -- PART 4 SALES PROMOTION MANAGEMENT. 18 Sales Promotion Overview and the Role of Trade Promotion -- 19 Consumer Sales Promotion: Sampling and Couponing -- 20 Consumer Sales Promotion: Premiums and other Promotions -- PART 5 OTHER IMC Tools. 21 Public Relations, Word-of-Mouth Influence, and Sponsorships -- 22 Packaging, Point-of-Perchase Communications, and Signage -- 23 Personal Selling.
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