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Integrated Marketing Communications in Advertising and Promotion Terence A. Shimp

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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£4.60
New RRP £58.99
Condition - Very Good
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Summary

Integrates various aspects of marketing communication. This book describes the fundamentals of advertising and promotion. It offers coverage of environmental issues regarding global warming and sustainability.

Integrated Marketing Communications in Advertising and Promotion Summary

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

The eighth edition of Shimp's market-leading INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION, International Edition fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).

About Terence A. Shimp

Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

Table of Contents

PART I: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND MARCOM'S ROLE IN INTRODUCING NEW BRANDS. 1. Overview of Integrated Marketing Communications. 2. Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. 3. Facilitating the Success of New Brands. PART II: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING. 4. Targeting. 5. Positioning. 6. Objective Setting and Budgeting. PART III: ADVERTISING MANAGEMENT. 7. Overview of Advertising Management. 8. Effective and Creative Advertising Messages. 9. Message Appeals and Endorsers. 10. Measuring Advertising Message Effectiveness. 11. Advertising Media: Planning and Analysis. 12. Traditional Advertising Media. 13. Internet Advertising. 14. Other Advertising Media. PART IV: SALES PROMOTION MANAGEMENT. 15. Sales Promotion and the Role of Trade Promotions. 16. Sampling and Couponing. 17. Premiums and Other Promotions. PART V: OTHER MARCOM TOOLS. 18. Marketing-Oriented Public Relations and Word-of-Mouth Management. 19. Event and Cause Sponsorships. 20. Signage and Point of Purchase Communications. PART VI: MARCOM CONSTRAINTS. 21. Ethical, Regulatory, and Environmental Issues.

Additional information

GOR002555106
9780324665314
0324665318
Integrated Marketing Communications in Advertising and Promotion by Terence A. Shimp
Terence A. Shimp
Used - Very Good
Paperback
Cengage Learning, Inc
20090425
688
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

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