Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

by Shimp, Terence A.

• ISBN13: 9780030352713
• ISBN10: 0030352711
• Edition: 6th
• Format: Hardcover
• Copyright: 2002-07-02
• Publisher: South-Western College Pub

Summary

The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental 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. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.

Table of Contents

PART ONE Integrated Marketing Communications and Its Role in Brand-Equity Enhancement	1	(49)
Overview of Integrated Marketing Communications	2	(20)
The Marketing Communications Process and Brand-Equity Enhancement	22	(28)
PART TWO IMC from the Customer's Perspective: Targeting, Communicating, and Persuading	50	(103)
Positioning and Targeting for MarCom Efforts	51	(29)
The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information	80	(34)
Persuasion in Marketing Communications	114	(39)
PART THREE Communicating New Products, Brand Naming, Packaging, and Point-of Purchase Advertising	153	(70)
MarCom's Role in Facilitating Product Adoption	154	(26)
Brand Names, Logos, Packages, and Point-of-Purchase Materials	180	(43)
PART FOUR Advertising Management	223	(244)
Overview of Advertising Management	224	(32)
Creative Advertising Strategy	256	(36)
Endorsers and Message Appeals in Advertising	292	(30)
Assessing Ad Message Effectiveness	322	(32)
Traditional Advertising Media	354	(32)
Alternative Offline Advertising Media and Mass Online Advertising	386	(20)
Offline and Online Direct Advertising	406	(24)
Media Planning and Analysis	430	(37)
PART FIVE Sales Promotion Management, Marketing Oriented, Public Relations, and Sponsorships	467	(122)
Overview of Sales Promotion Management	468	(28)
Trade-Oriented Sales Promotion	496	(24)
Consumer-Oriented Promotions	520	(48)
Marketing Public Relations and Sponsorship Marketing	568	(21)
PART SIX External Pressures on Marketing Communications	589	(32)
Regulatory, Ethical, and ``Green'' Issues in Marketing Communications	590	(31)
Glossary	621	(8)
Name Index	629	(9)
Subject Index	638