9780324321432

Advertising, Promotion, And Other Aspects of Integrated Marketing Communications

by
  • ISBN13:

    9780324321432

  • ISBN10:

    0324321430

  • Edition: 7th
  • Format: Hardcover
  • Copyright: 1/20/2006
  • Publisher: South-Western College Pub
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Summary

ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.

Table of Contents

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
Table of Contents provided by Publisher. All Rights Reserved.

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