Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications,9780030103520

Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications

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Edition: 4th
ISBN13: 9780030103520
ISBN10: 0030103525
Format: Hardcover
Pub. Date: 1996-08-01
Publisher(s): South-Western Pub
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List Price: $223.59

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Summary

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.

Table of Contents

PREFACE VI
PART I THE CONCEPT, PRACTICE, AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS 1(70)
CHAPTER 1 OVERVIEW OF PROMOTION MANAGEMENT AND INTEGRATED MARKETING COMMUNICATIONS
2(18)
CHAPTER 2 THE MARKETING COMMUNICATIONS PROCESS
20(20)
CHAPTER 3 ENVIRONMENTAL, REGULATORY, AND ETHICAL ISSUES IN MARKETING COMMUNICATIONS
40(31)
PART II TARGETING INTEGRATED MARKETING COMMUNICATIONS 71(120)
CHAPTER 4 DEMOGRAPHIC, PSYCHOGRAPHIC, AND GEODEMOGRAPHIC TARGETS OF MARKETING COMMUNICATIONS
72(30)
CHAPTER 5 THE COMMUNICATION PROCESS AND FUNDAMENTALS OF BUYER BEHAVIOR
102(40)
CHAPTER 6 THE ROLE OF PERSUASION IN MARKETING COMMUNICATIONS
142(28)
CHAPTER 7 PRODUCT ADOPTION/DIFFUSION AND MARKETING COMMUNICATIONS
170(21)
PART III PERSONAL SELLING 191(24)
CHAPTER 8 PERSONAL SELLING FUNDAMENTALS
192(23)
PART IV ADVERTISING MANAGEMENT 215(224)
CHAPTER 9 OVERVIEW OF ADVERTISING MANAGEMENT
216(32)
CHAPTER 10 CREATIVE ADVERTISING STRATEGY
248(32)
CHAPTER 11 MESSAGE APPEALS AND ENDORSERS IN ADVERTISING
280(32)
CHAPTER 12 ANALYSIS OF ADVERTISING MEDIA
312(40)
CHAPTER 13 MEDIA STRATEGY
352(32)
CHAPTER 14 DIRECT ADVERTISING AND DATABASE MARKETING
384(22)
CHAPTER 15 ASSESSING ADVERTISING EFFECTIVENESS
406(33)
PART V SALES PROMOTION MANAGEMENT 439(84)
CHAPTER 16 OVERVIEW OF SALES PROMOTION MANAGEMENT
440(20)
CHAPTER 17 TRADE-ORIENTED SALES PROMOTION
460(24)
CHAPTER 18 CONSUMER-ORIENTED SALES PROMOTION
484(39)
PART VI SUPPORTIVE MARKETING COMMUNICATIONS TOOLS 523(47)
CHAPTER 19 POINT-OF-PURCHASE COMMUNICATIONS AND THE ROLE OF PACKAGING AND BRANDING
524(28)
CHAPTER 20 MARKETING PUBLIC RELATIONS AND SPONSORSHIP MARKETING
552(18)
GLOSSARY 570(8)
CREDIT LIST 578(1)
INDEX 579

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