skip to content
Advertising, promotion, and other aspects of integrated marketing communications Preview this item
ClosePreview this item

Advertising, promotion, and other aspects of integrated marketing communications

Author: J Craig Andrews; Terence A Shimp
Publisher: Boston, MA : Cengage Learning, [2018] ©2018
Edition/Format:   Print book : English : 10th edView all editions and formats

(not yet rated) 0 with reviews - Be the first.

More like this

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...


Genre/Form: Textbooks
Document Type: Book
All Authors / Contributors: J Craig Andrews; Terence A Shimp
ISBN: 9781337282659 1337282650
OCLC Number: 1010498126
Notes: Previous edition published in 2013.
Description: xix, 635 pages : illustrations (some color) ; 29 cm
Contents: Part I: 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 II: FUNDAMENTAL IMC PLANNING AND DECISIONS.5. Segmentation, Targeting, and Positioning. 6. The Communications Process and Consumer Behavior.7. The Role of Persuasion in IMC.8. IMC Objective Setting and Budgeting.Part III: ADVERTISING MANAGEMENT AND MEDIA CHOICES.9. An Overview of Advertising Management.10. Effective and Creative Ad Messages.11. Endorsers and Message Appeals in Advertising.12. Traditional Ad Media.13. Digital Media: Online, Mobile and App Advertising.14. Social Media.15. Direct Marketing, CRM, and Other Media.16. Media Planning and Analysis.17. Measuring Ad Message Effectiveness.Part IV: 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 V: OTHER IMC TOOLS.21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships.22. Packaging, POP Communications, and Signage.23. Personal Selling.
Responsibility: J. Craig Andrews, Terence A. Shimp.


User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...


Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data

Primary Entity

<> # Advertising, promotion, and other aspects of integrated marketing communications
    a schema:CreativeWork, schema:Book ;
   library:oclcnum "1010498126" ;
   library:placeOfPublication <> ;
   schema:about <> ; # Sales promotion
   schema:about <> ; # Communication in marketing
   schema:about <> ; # Direct marketing
   schema:about <> ; # Advertising
   schema:about <> ;
   schema:author <> ; # J. Craig Andrews
   schema:author <> ; # Terence A. Shimp
   schema:bookEdition "10th ed." ;
   schema:bookFormat bgn:PrintBook ;
   schema:copyrightYear "2018" ;
   schema:datePublished "2018" ;
   schema:exampleOfWork <> ;
   schema:genre "Textbooks"@en ;
   schema:inLanguage "en" ;
   schema:name "Advertising, promotion, and other aspects of integrated marketing communications"@en ;
   schema:productID "1010498126" ;
   schema:workExample <> ;
   wdrs:describedby <> ;

Related Entities

<> # J. Craig Andrews
    a schema:Person ;
   schema:familyName "Andrews" ;
   schema:givenName "J. Craig" ;
   schema:name "J. Craig Andrews" ;

<> # Terence A. Shimp
    a schema:Person ;
   schema:familyName "Shimp" ;
   schema:givenName "Terence A." ;
   schema:name "Terence A. Shimp" ;

<> # Communication in marketing
    a schema:Intangible ;
   schema:name "Communication in marketing"@en ;

    a schema:ProductModel ;
   schema:isbn "1337282650" ;
   schema:isbn "9781337282659" ;

Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.