Advertising Promotion and Other Aspects of Integrated Marketing Communications

by Shimp, Terence A.

• ISBN13: 9780324593600
• ISBN10: 0324593600
• Edition: 8th
• Format: Hardcover
• Copyright: 2008-12-29
• Publisher: South-Western College Pub

Summary

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

Targeting

Positioning

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

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