Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications / Edition 6

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications / Edition 6

by Terence A. Shimp
     
 

ISBN-10: 0030352711

ISBN-13: 9780030352713

Pub. Date: 07/01/2002

Publisher: Cengage Learning


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…  See more details below

Overview


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.

Product Details

ISBN-13:
9780030352713
Publisher:
Cengage Learning
Publication date:
07/01/2002
Edition description:
Older Edition
Pages:
672
Product dimensions:
8.50(w) x 11.26(h) x 1.06(d)

Table of Contents

Preface
Pt. 1Integrated Marketing Communications and Its Role in Brand-Equity Enhancement1
Ch. 1Overview of Integrated Marketing Communications2
Ch. 2The Marketing Communications Process and Brand-Equity Enhancement22
Pt. 2IMC from the Customer's Perspective: Targeting, Communicating, and Persuading50
Ch. 3Positioning and Targeting for MarCom Efforts50
Ch. 4The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information80
Ch. 5Persuasion in Marketing Communications114
Pt. 3Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising153
Ch. 6MarCom's Role in Facilitating Product Adoption154
Ch. 7Brand Names, Logos, Packages, and Point-of-Purchase Materials180
Pt. 4Advertising Management223
Ch. 8Overview of Advertising Management224
Ch. 9Creative Advertising Strategy256
Ch. 10Endorsers and Message Appeals in Advertising292
Ch. 11Assessing Ad Message Effectiveness322
Ch. 12Traditional Advertising Media354
Ch. 13Alternative Offline Advertising Media and Mass Online Advertising386
Ch. 14Offline and Online Direct Advertising406
Ch. 15Media Planning and Analysis430
Pt. 5Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships467
Ch. 16Overview of Sales Promotion Management468
Ch. 17Trade-Oriented Sales Promotion496
Ch. 18Consumer-Oriented Promotions520
Ch. 19Marketing Public Relations and Sponsorship Marketing568
Pt. 6External Pressures on Marketing Communications589
Ch. 20Regulatory, Ethical, and "Green" Issues in Marketing Communications590

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