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

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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.
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Editorial Reviews

Booknews
Emphasizing the importance of integrated marketing communications concepts in all aspects of an IMC program, this textbook discusses the role of IMC in brand-equity enhancement, the customer's perspective, product adoption and point-of-purchase advertising, advertising management, sales promotion management and public relations, and external pressures like regulations, ethics, and environmentalism. Shimp teaches at the University of South Carolina. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780030352713
  • Publisher: Cengage Learning
  • Publication date: 7/1/2002
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 672
  • Product dimensions: 8.50 (w) x 11.26 (h) x 1.06 (d)

Meet the Author


Terence A. Shimp received his doctorate from the University of Maryland and taught for four years at Kent State University before moving to the University of South Carolina, where he was a faculty member for 29 years. While at the University of South Carolina, Shimp was the W. W. Johnson Distinguished Foundation Fellow and for 12 years was the Chair of the Marketing Department in the Moore School of Business. He now is Distinguished Professor Emeritus but continues to research, write, teach occasionally, and work with Ph.D. students. Shimp earned a number of teaching awards during his career, including the Amoco Foundation Award that named him the outstanding teacher at the University of South Carolina in 1990. He has published widely in the areas of marketing, consumer behavior, and advertising. Shimp was the 2001 recipient of the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Shimp is past president of the Association for Consumer Research and past president of the Journal of Consumer Research policy board. He has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness.
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Table of Contents

Preface
Pt. 1 Integrated Marketing Communications and Its Role in Brand-Equity Enhancement 1
Ch. 1 Overview of Integrated Marketing Communications 2
Ch. 2 The Marketing Communications Process and Brand-Equity Enhancement 22
Pt. 2 IMC from the Customer's Perspective: Targeting, Communicating, and Persuading 50
Ch. 3 Positioning and Targeting for MarCom Efforts 50
Ch. 4 The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information 80
Ch. 5 Persuasion in Marketing Communications 114
Pt. 3 Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising 153
Ch. 6 MarCom's Role in Facilitating Product Adoption 154
Ch. 7 Brand Names, Logos, Packages, and Point-of-Purchase Materials 180
Pt. 4 Advertising Management 223
Ch. 8 Overview of Advertising Management 224
Ch. 9 Creative Advertising Strategy 256
Ch. 10 Endorsers and Message Appeals in Advertising 292
Ch. 11 Assessing Ad Message Effectiveness 322
Ch. 12 Traditional Advertising Media 354
Ch. 13 Alternative Offline Advertising Media and Mass Online Advertising 386
Ch. 14 Offline and Online Direct Advertising 406
Ch. 15 Media Planning and Analysis 430
Pt. 5 Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships 467
Ch. 16 Overview of Sales Promotion Management 468
Ch. 17 Trade-Oriented Sales Promotion 496
Ch. 18 Consumer-Oriented Promotions 520
Ch. 19 Marketing Public Relations and Sponsorship Marketing 568
Pt. 6 External Pressures on Marketing Communications 589
Ch. 20 Regulatory, Ethical, and "Green" Issues in Marketing Communications 590
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