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.
|Edition description:||Older Edition|
|Product dimensions:||8.50(w) x 11.26(h) x 1.06(d)|
Table of Contents
Chapter 1. Overview of Integrated Marketing Communications.
Chapter 2. The Marketing Communications Process and Brand-Equity Enhancement
Chapter 3. Positioning and Targeting for MarCom Efforts.
Chapter 4. The Communication Process, Meaning Creation, and Fundamentals of Consumers'' Use of MarCom Information.
Chapter 5. Persuasion in Marketing Communications.
Chapter 6. MarCom''s Role in Facilitating Product Adoption.
Chapter 7. Brand Names, Logos, Packages, and Point-of-Purchase Materials.
Chapter 8. Overview of Advertising Management.
Chapter 9. Creative Advertising Strategy.
Chapter 10. Endorsers and Message Appeals in Advertising.
Chapter 11. Assessing Ad Message Effectiveness.
Chapter 12. Traditional Advertising Media.
Chapter 13. Online and Alternative Advertising Media.
Chapter 14. Direct Advertising Media.
Chapter 15. Media Strategy Analysis.
Chapter 16. Overview of Sales Promotion Management.
Chapter 17. Trade-Oriented Sales Promotion.
Chapter 18. Consumer-Oriented Promotions.
Chapter 19. Marketing Public Relations and Sponsorship Marketing.
Chapter 20. Environmental, Regulatory, and Ethical Issues in Marketing Communications.