Advertising, Promotion and Supplemental Aspects of IMC

by Shimp, Terence A.

• ISBN13: 9780030211133
• ISBN10: 0030211131
• Edition: 5th
• Format: Hardcover
• Copyright: 1999-08-02
• Publisher: South-Western College Pub

Summary

The fifth edition of Terence Shimp's market-leading Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications, and advertising media selection than any text on the market. Thoroughly revised and updated, this new edition is more useful, current, and student-friendly than ever.

Table of Contents

PART ONE THE CONCEPT, PRACTICE, AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS	1	(83)
Chapter 1 Overview of Integrated Marketing Communications	2	(26)
Chapter 2 The Marketing Communications Process	28	(20)
Chapter 3 Environmental, Regulatory, and Ethical Issues in Marketing Communications	48	(36)
PART TWO INTEGRATED MARKETING COMMUNICATIONS FROM THE CUSTOMER'S PERSPECTIVE: TARGETING, COMMUNICATING, AND PERSUADING	84	(110)
Chapter 4 Demographic, Psychographic, and Geodemographic Targets of Marketing Communications	86	(28)
Chapter 5 The Communications Process and Fundamentals of Buyer Behavior	114	(48)
Chapter 6 Persuasion in Marketing Communications	162	(32)
PART THREE NEW PRODUCTS, BRAND NAMES, LOGOS, PACKAGES, AND POINT-OF-PURCHASE MATERIALS	194	(62)
Chapter 7 Marketing Communications and New Product Adoption	196	(20)
Chapter 8 Brand Names, Logos, Packages, and Point-of-Purchase Materials	216	(40)
PART FOUR ADVERTISING MANAGEMENT	256	(248)
Chapter 9 Overview of Advertising Management	258	(38)
Chapter 10 Creative Advertising Strategy	296	(36)
Chapter 11 Message Appeals and Endorsers in Advertising	332	(36)
Chapter 12 Analysis of Advertising Media	368	(38)
Chapter 13 Direct Advertising and Database Marketing	406	(24)
Chapter 14 Media Strategy	430	(36)
Chapter 15 Assessing Advertising Effectiveness	466	(38)
PART FIVE SALES PROMOTION MANAGEMENT	504	(100)
Chapter 16 Overview of Sales Promotion Management	506	(24)
Chapter 17 Trade-Oriented Sales Promotion	530	(24)
Chapter 18 Consumer-Oriented Promotions	554	(50)
PART SIX PUBLIC RELATIONS, SPONSORSHIP MARKETING, AND PERSONAL SELLING	604	(44)
Chapter 19 Marketing Public Relations and Sponsorship Marketing	606	(20)
Chapter 20 Personal Selling Fundamentals	626	(22)
GLOSSARY	648	(7)
CREDITS	655	(3)
NAME INDEX	658	(6)
SUBJECT INDEX	664