Advertising, Promotion, And Other Aspects of Integrated Marketing Communications

by Shimp, Terence A.

• ISBN13: 9780324321432
• ISBN10: 0324321430
• Edition: 7th
• Format: Hardcover
• Copyright: 2006-01-20
• Publisher: South-Western College Pub

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

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