Advertising, Promotion, and Other Aspects of Integrated Marketing Communications

Name: Advertising, Promotion, and Other Aspects of Integrated Marketing Communications
Price: 7.21 USD
Availability: InStock
ISBN: 9780324321432

ISBN-10: 0324321430

ISBN-13: 9780324321432

Edition: 7th 2007

Authors: Terence A. Shimp

List price: $265.95

30 day, 100% satisfaction guarantee!

Buy used: $7.21

Marketplace

3 new & used from $11.90

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

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…

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

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…




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