Advertising Promotion and Other Aspects of Integrated Marketing Communications

ISBN-10: 0324593600

ISBN-13: 9780324593600

Edition: 8th 2010

Authors: Terence A. Shimp

List price: $425.95 Buy it from $3.00
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Book details

List price: $425.95
Edition: 8th
Copyright year: 2010
Publisher: Cengage South-Western
Publication date: 12/29/2008
Binding: Hardcover
Pages: 688
Size: 9.00" wide x 11.25" long x 1.25" tall
Weight: 3.432
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 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 Marcom's Role In Introducing New Brands
Overview of Integrated Marketing Communications
Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable
Facilitating the Success of New Brands
The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting
Targeting
Positioning
Objective Setting and Budgeting
Advertising Management
Overview of Advertising Management
Effective and Creative Advertising Messages
Message Appeals and Endorsers
Measuring Advertising Message Effectiveness
Advertising Media: Planning and Analysis
Traditional Advertising Media
Internet Advertising
Other Advertising Media
Sales Promotion Management
Sales Promotion and the Role of Trade Promotions
Sampling and Couponing
Premiums and Other Promotions
Other Marcom Tools
Marketing-Oriented Public Relations and Word-of-Mouth Management
Event and Cause Sponsorships
Signage and Point of Purchase Communications
Marcom Constraints
Ethical, Regulatory, and Environmental Issues
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