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Integrated marketing communications in advertising and promotion

Author: Terence A Shimp
Publisher: Mason, OH : Thomson/South-Western, ©2007.
Edition/Format:   Print book : English : 7th edView all editions and formats
Database:WorldCat
Summary:

Integrating various aspects of marketing communication, this book focuses on IMC methods. It includes a chapter on internet advertising, early coverage of ethical, regulatory, and environmental  Read more...

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Document Type: Book
All Authors / Contributors: Terence A Shimp
ISBN: 0324408080 9780324408089
OCLC Number: 77257280
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.

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