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Integrated Marketing Communications in Advertising and Promotion By Terence A. Shimp

Integrated Marketing Communications in Advertising and Promotion
by Terence A. Shimp

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£2.99
Integrating various aspects of marketing communication, this book focuses on IMC methods. It includes a chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing.
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Integrated Marketing Communications in Advertising and Promotion Summary


Integrated Marketing Communications in Advertising and Promotion by Terence A. Shimp

The seventh edition of Shimp's market-leading "Advertising, Promotion, and Other 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. In addition, a significant reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Some changes include a separate chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing, combining, and adding of existing and new topics.

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Table of Contents


PART ONE: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND THE MARCOM ENVIRONMENT. Chapter 1: Overview of Integrated Marketing Communications and the MarCom Process. Chapter 2: MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. Chapter 3: Ethical, Regulatory, and Environmental Issues in Marketing Communications. PART TWO: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING. Chapter 4: MarCom Targeting. Chapter 5: MarCom Positioning. Chapter 6 MarCom Objective Setting And Budgeting. PART THREE: MARCOM FOR NEW PRODUCTS, STORE SIGNAGE, AND POINT-OF-PURCHASE COMMUNICATIONS. Chapter 7: Facilitation of Product Adoption, and Brand Naming and Packaging. Chapter 8: On- and Off-Premise Signage and Point-of-Purchase Communications. PART FOUR: ADVERTISING MANAGEMENT. Chapter 9: Overview of Advertising Management: Messages, Media, and Measurement. Chapter 10: Creating Effective and Creative Advertising Messages. Chapter 11: Selecting Message Appeals and Endorsers. Chapter 12: Assessing Ad Message Effectiveness. Chapter 13: Planning for and Analyzing Advertising Media. Chapter 14: Using Traditional Advertising Media. Chapter 15: Employing the Internet for Advertising. Chapter 16: Using Other Alternative Advertising Media. PART FIVE: SALES PROMOTION MANAGEMENT, MARKETING-ORIENTED PUBLIC RELATIONS, AND SPONSORSHIPS. Chapter 17: Sales Promotion and the Role of Trade Promotions. Chapter 18: Consumer-Oriented Promotions: Sampling and Couponing. Chapter 19: Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods. Chapter 20: Marketing-Oriented Public Relations and Sponsorships.

Additional information

GOR004420899
Integrated Marketing Communications in Advertising and Promotion by Terence A. Shimp
Terence A. Shimp
Used - Very Good
Paperback
Cengage Learning, Inc
2006-08-18
656
0324408080
9780324408089
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.