Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications Terence A. Shimp

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications by Terence A. Shimp

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This work integrates all aspects of marketing communication, aiming to provide a thorough treatment of sales promotion, point-of-purchase communications, and advertising media selection. There is also a new technology emphasis throughout the text.

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications by Terence A. Shimp

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. Features: * The text takes an IMC approach thought. * Three chapters are devoted to sales promotions. * The marketing communications process is presented early in Chapter Two. * "Focus on Marketing Communications" boxes in each chapter detail-interesting developments in the field, while "Global Focus" boxes enhance the text's global marketing perspective. New to this edition: * New, innovative and helpful website designed by Eric Sandburg. * Greater emphasis on personal selling. * Greatly expanded coverage in Chapters 12-15 of Electronic Marketing, Commerce, and Direct and Internet Marketing. * New Internet Guide for Advertising supplement for students. * New technology emphasis throughout the text through examples, Internet exercises, and company web site addresses.

I: The Concept, Practice, and Environment of Integrated Marketing Communications 1): Overview of Integrated Marketing Communications 2): The Marketing Communications Process 3): Environmental, Regulatory, and Ethical Issues in Marketing Communications II: Targeting Integrated Marketing Communications 4): Demographics, Psychographic, and Geodemographic Targets of Marketing Communications 5): The Communication Process and Fundamentals of Buyer Behavior 6): Persuasion in Marketing Communications 7): Marketing Communications and New Product Adoption III: Personal Selling 8): Brand Names, Logos, Packages, and Point-of-Purchase Materials 9): Overview of Advertising Management 10): Creative Advertising Strategy 11): Message Appeals and Endorsers in Advertising 12): Analysis of Advertising Media 13): Direct Advertising and Database Marketing 14): Media Strategy 15): Assessing Advertising Effectiveness IV: Sales Promotion and Management 16): Overview of Sales Promotion Management 17): Trade-Oriented Sales Promotion 18): Consumer-Oriented Sales Promotion V: Marketing Communication Tools 19): Marketing Public Relations and Sponsorship Marketing 20): Personal Selling Fundamentals

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications Terence A. Shimp

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications by Terence A. Shimp

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Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications Summary

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications by Terence A. Shimp

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