Advertising,Promotion and Supplemental Aspects of Imc / Edition 5

Advertising,Promotion and Supplemental Aspects of Imc / Edition 5

by Terence A. Shimp
     
 

ISBN-10: 0030211131

ISBN-13: 9780030211133

Pub. Date: 08/02/1999

Publisher: South-Western

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

Overview

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.

Product Details

ISBN-13:
9780030211133
Publisher:
South-Western
Publication date:
08/02/1999
Series:
Marketing Series
Edition description:
Older Edition
Pages:
704
Product dimensions:
8.70(w) x 11.10(h) x 1.20(d)

Table of Contents

PART ONE THE CONCEPT, PRACTICE, AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS 1(83)
Chapter 1 Overview of Integrated Marketing Communications
2(26)
Chapter 2 The Marketing Communications Process
28(20)
Chapter 3 Environmental, Regulatory, and Ethical Issues in Marketing Communications
48(36)
PART TWO INTEGRATED MARKETING COMMUNICATIONS FROM THE CUSTOMER'S PERSPECTIVE: TARGETING, COMMUNICATING, AND PERSUADING 84(110)
Chapter 4 Demographic, Psychographic, and Geodemographic Targets of Marketing Communications
86(28)
Chapter 5 The Communications Process and Fundamentals of Buyer Behavior
114(48)
Chapter 6 Persuasion in Marketing Communications
162(32)
PART THREE NEW PRODUCTS, BRAND NAMES, LOGOS, PACKAGES, AND POINT-OF-PURCHASE MATERIALS 194(62)
Chapter 7 Marketing Communications and New Product Adoption
196(20)
Chapter 8 Brand Names, Logos, Packages, and Point-of-Purchase Materials
216(40)
PART FOUR ADVERTISING MANAGEMENT 256(248)
Chapter 9 Overview of Advertising Management
258(38)
Chapter 10 Creative Advertising Strategy
296(36)
Chapter 11 Message Appeals and Endorsers in Advertising
332(36)
Chapter 12 Analysis of Advertising Media
368(38)
Chapter 13 Direct Advertising and Database Marketing
406(24)
Chapter 14 Media Strategy
430(36)
Chapter 15 Assessing Advertising Effectiveness
466(38)
PART FIVE SALES PROMOTION MANAGEMENT 504(100)
Chapter 16 Overview of Sales Promotion Management
506(24)
Chapter 17 Trade-Oriented Sales Promotion
530(24)
Chapter 18 Consumer-Oriented Promotions
554(50)
PART SIX PUBLIC RELATIONS, SPONSORSHIP MARKETING, AND PERSONAL SELLING 604(44)
Chapter 19 Marketing Public Relations and Sponsorship Marketing
606(20)
Chapter 20 Personal Selling Fundamentals
626(22)
GLOSSARY 648(7)
CREDITS 655(3)
NAME INDEX 658(6)
SUBJECT INDEX 664

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