Advertising, Promotion, And Other Aspects of Integrated Marketing Communications
by Shimp, Terence A.Edition: 7th
Format: Hardcover
Pub. Date: 2006-01-20
Publisher(s): South-Western College Pub
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Summary
ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.
Table of Contents
| Integrated Marketing Communications: Processes, Brand Equity, and the Marcom Environment | |
| Overview of Integrated Marketing Communications and the MarCom Process | |
| MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable | |
| Ethical, Regulatory, and Environmental Issues in Marketing Communications | |
| The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting | |
| MarCom Targeting | |
| MarCom Positioning | |
| MarCom Objective Setting And Budgeting | |
| Marcom for New Products, Store Signage, and Point-of-Purchase Communications | |
| Facilitation of Product Adoption, and Brand Naming and Packaging | |
| On- and Off-Premise Signage and Point-of-Purchase Communications | |
| Advertising Management | |
| Overview of Advertising Management: Messages, Media, and Measurement | |
| Creating Effective and Creative Advertising Messages | |
| Selecting Message Appeals and Endorsers | |
| Assessing Ad Message Effectiveness | |
| Planning for and Analyzing Advertising Media | |
| Using Traditional Advertising Media | |
| Employing the Internet for Advertising | |
| Using Other Alternative Advertising Media | |
| Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships | |
| Sales Promotion and the Role of Trade Promotions | |
| Consumer-Oriented Promotions: Sampling and Couponing | |
| Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods | |
| Marketing-Oriented Public Relations and Sponsorships | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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