Advertising, Promotion, and Other Aspects of Integrated Marketing Communications / Edition 7

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Overview

Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 7e provides the reader with a contemporary view of the role and importance of marketing communications. The text emphasizes the role of integrated marketing communication (IMC) in enhancing the equity of brands, and provides thorough coverage of all aspects of an IMC program: advertising, promotions, packaging and branding strategies, point-of-purchase communications, marketing-oriented public relations, word-of-mouth buzz creation, and event- and cause-oriented sponsorships.
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Product Details

  • ISBN-13: 9780324321432
  • Publisher: Cengage Learning
  • Publication date: 1/20/2006
  • Edition description: 7TH
  • Edition number: 7
  • Pages: 656
  • Product dimensions: 8.40 (w) x 11.00 (h) x 1.00 (d)

Meet the Author

Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

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Table of Contents

Ch. 1 Overview of integrated marketing communications and the Marcom process 2
Ch. 2 Marcom's challenges : enhancing brand equity, influencing behavior, and being accountable 30
Ch. 3 Ethical, regulatory, and environmental issues in marketing communications 54
Ch. 4 Marcom targeting 88
Ch. 5 Marcom positioning 118
Ch. 6 Marcom objective setting and budgeting 144
Ch. 7 Facilitation of product adoption, brand naming, and packaging 168
Ch. 8 On- and off-premise signage and point-of-purchase communications 212
Ch. 9 Overview of advertising management : messages, media, and measurement 238
Ch. 10 Creating effective and creative advertising messages 262
Ch. 11 Selecting message appeals and picking endorsers 292
Ch. 12 Assessing ad message effectiveness 330
Ch. 13 Planning for and analyzing advertising media 364
Ch. 14 Using traditional advertising media 406
Ch. 15 Employing the Internet for advertising 438
Ch. 16 Using other advertising media 464
Ch. 17 Sales promotion and the role of trade promotions 488
Ch. 18 Consumer-oriented promotions : sampling and couponing 526
Ch. 19 Consumer-oriented promotions : premiums and other promotional methods 552
Ch. 20 Marketing-oriented public relations and sponsorships 576
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