9780030352713

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

by
  • ISBN13:

    9780030352713

  • ISBN10:

    0030352711

  • Edition: 6th
  • Format: Hardcover
  • Copyright: 7/2/2002
  • Publisher: South-Western College Pub
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
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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

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