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|All Authors / Contributors:||
Terence A Shimp
|Notes:||Revised edition of: Advertising, promotion & supplemental aspects of integrated marketing communications. c2003.|
|Description:||xx, 629 pages : color illustrations ; 28 cm|
|Contents:||PART ONE: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND THE MARCOM ENVIRONMENT. Chapter 1: Overview of Integrated Marketing Communications and the MarCom Process. Chapter 2: MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. Chapter 3: Ethical, Regulatory, and Environmental Issues in Marketing Communications. PART TWO: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING. Chapter 4: MarCom Targeting. Chapter 5: MarCom Positioning. Chapter 6 MarCom Objective Setting And Budgeting. PART THREE: MARCOM FOR NEW PRODUCTS, STORE SIGNAGE, AND POINT-OF-PURCHASE COMMUNICATIONS. Chapter 7: Facilitation of Product Adoption, and Brand Naming and Packaging. Chapter 8: On- and Off-Premise Signage and Point-of-Purchase Communications. PART FOUR: ADVERTISING MANAGEMENT. Chapter 9: Overview of Advertising Management: Messages, Media, and Measurement. Chapter 10: Creating Effective and Creative Advertising Messages. Chapter 11: Selecting Message Appeals and Endorsers. Chapter 12: Assessing Ad Message Effectiveness. Chapter 13: Planning for and Analyzing Advertising Media. Chapter 14: Using Traditional Advertising Media. Chapter 15: Employing the Internet for Advertising. Chapter 16: Using Other Alternative Advertising Media. PART FIVE: SALES PROMOTION MANAGEMENT, MARKETING-ORIENTED PUBLIC RELATIONS, AND SPONSORSHIPS. Chapter 17: Sales Promotion and the Role of Trade Promotions. Chapter 18: Consumer-Oriented Promotions: Sampling and Couponing. Chapter 19: Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods. Chapter 20: Marketing-Oriented Public Relations and Sponsorships.|
|Responsibility:||Terence A. Shimp.|