Advertising Promotion and Other Aspects of Integrated Marketing Communications

  • ISBN13:


  • ISBN10:


  • Edition: 8th
  • Format: Hardcover
  • Copyright: 12/29/2008
  • Publisher: South-Western College Pub
  • View Upgraded Edition
  • Purchase Benefits
  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
  • eCampus.com Device Compatibility Matrix

    Click the device icon to install or view instructions

    Apple iOS | iPad, iPhone, iPod
    Android Devices | Android Tables & Phones OS 2.2 or higher | *Kindle Fire
    Windows 10 / 8 / 7 / Vista / XP
    Mac OS X | **iMac / Macbook
    Enjoy offline reading with these devices
    Apple Devices
    Android Devices
    Windows Devices
    Mac Devices
    iPad, iPhone, iPod
    Our reader is compatible
    Android 2.2 +
    Our reader is compatible
    Kindle Fire
    Our reader is compatible
    10 / 8 / 7 / Vista / XP
    Our reader is compatible
    Our reader is compatible
List Price: $402.95 Save up to $320.46
  • eBook
    Add to Cart


Supplemental Materials

What is included with this book?

  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.


The eighth 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 reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).

Table of Contents

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
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
Table of Contents provided by Publisher. All Rights Reserved.

Rewards Program

Customer Reviews

good cases January 27, 2011
this book presents a lot of good examples and was easy to read. i'm also glad that i rented it bc i saved a lot more money than if i had bought it and then sold it back.
Flag Review
Please provide a brief explanation for why you are flagging this review:
Your submission has been received. We will inspect this review as soon as possible. Thank you for your input!
Advertising Promotion and Other Aspects of Integrated Marketing Communications: 4 out of 5 stars based on 1 user reviews.

Write a Review