Advertising, Promotion, and Other Aspects of Integrated Marketing Communications

ISBN-10: 0324321430
ISBN-13: 9780324321432
Edition: 7th 2007
Authors: Terence A. Shimp
List price: $265.95
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Description: The seventh edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the  More...

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Book details

List price: $265.95
Edition: 7th
Copyright year: 2007
Publisher: Cengage South-Western
Publication date: 1/20/2006
Binding: Hardcover
Pages: 656
Size: 8.50" wide x 10.75" long x 1.00" tall
Weight: 3.388
Language: English

The seventh edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. In addition, a significant reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Some changes include a separate chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing, combining, and adding of existing and new topics.

Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

Integrated Marketing Communications: Processes, Brand Equity, and the Marcom Environment
Overview of Integrated Marketing Communications and the MarCom Process
MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable
Ethical, Regulatory, and Environmental Issues in Marketing Communications
The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting
MarCom Targeting
MarCom Positioning
MarCom Objective Setting And Budgeting
Marcom for New Products, Store Signage, and Point-of-Purchase Communications
Facilitation of Product Adoption, and Brand Naming and Packaging
On- and Off-Premise Signage and Point-of-Purchase Communications
Advertising Management
Overview of Advertising Management: Messages, Media, and Measurement
Creating Effective and Creative Advertising Messages
Selecting Message Appeals and Endorsers
Assessing Ad Message Effectiveness
Planning for and Analyzing Advertising Media
Using Traditional Advertising Media
Employing the Internet for Advertising
Using Other Alternative Advertising Media
Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships
Sales Promotion and the Role of Trade Promotions
Consumer-Oriented Promotions: Sampling and Couponing
Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods
Marketing-Oriented Public Relations and Sponsorships

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