Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications

by Shimp, Terence A.

• ISBN13: 9780030103520
• ISBN10: 0030103525
• Edition: 4th
• Format: Hardcover
• Copyright: 1996-08-01
• Publisher: South-Western 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

PREFACE	VI
PART I THE CONCEPT, PRACTICE, AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS	1	(70)
CHAPTER 1 OVERVIEW OF PROMOTION MANAGEMENT AND INTEGRATED MARKETING COMMUNICATIONS	2	(18)
CHAPTER 2 THE MARKETING COMMUNICATIONS PROCESS	20	(20)
CHAPTER 3 ENVIRONMENTAL, REGULATORY, AND ETHICAL ISSUES IN MARKETING COMMUNICATIONS	40	(31)
PART II TARGETING INTEGRATED MARKETING COMMUNICATIONS	71	(120)
CHAPTER 4 DEMOGRAPHIC, PSYCHOGRAPHIC, AND GEODEMOGRAPHIC TARGETS OF MARKETING COMMUNICATIONS	72	(30)
CHAPTER 5 THE COMMUNICATION PROCESS AND FUNDAMENTALS OF BUYER BEHAVIOR	102	(40)
CHAPTER 6 THE ROLE OF PERSUASION IN MARKETING COMMUNICATIONS	142	(28)
CHAPTER 7 PRODUCT ADOPTION/DIFFUSION AND MARKETING COMMUNICATIONS	170	(21)
PART III PERSONAL SELLING	191	(24)
CHAPTER 8 PERSONAL SELLING FUNDAMENTALS	192	(23)
PART IV ADVERTISING MANAGEMENT	215	(224)
CHAPTER 9 OVERVIEW OF ADVERTISING MANAGEMENT	216	(32)
CHAPTER 10 CREATIVE ADVERTISING STRATEGY	248	(32)
CHAPTER 11 MESSAGE APPEALS AND ENDORSERS IN ADVERTISING	280	(32)
CHAPTER 12 ANALYSIS OF ADVERTISING MEDIA	312	(40)
CHAPTER 13 MEDIA STRATEGY	352	(32)
CHAPTER 14 DIRECT ADVERTISING AND DATABASE MARKETING	384	(22)
CHAPTER 15 ASSESSING ADVERTISING EFFECTIVENESS	406	(33)
PART V SALES PROMOTION MANAGEMENT	439	(84)
CHAPTER 16 OVERVIEW OF SALES PROMOTION MANAGEMENT	440	(20)
CHAPTER 17 TRADE-ORIENTED SALES PROMOTION	460	(24)
CHAPTER 18 CONSUMER-ORIENTED SALES PROMOTION	484	(39)
PART VI SUPPORTIVE MARKETING COMMUNICATIONS TOOLS	523	(47)
CHAPTER 19 POINT-OF-PURCHASE COMMUNICATIONS AND THE ROLE OF PACKAGING AND BRANDING	524	(28)
CHAPTER 20 MARKETING PUBLIC RELATIONS AND SPONSORSHIP MARKETING	552	(18)
GLOSSARY	570	(8)
CREDIT LIST	578	(1)
INDEX	579