Advertising, Promotion and Supplemental Aspects of IMC,9780030211133

Advertising, Promotion and Supplemental Aspects of IMC

by
Edition: 5th
ISBN13: 9780030211133
ISBN10: 0030211131
Format: Hardcover
Pub. Date: 1999-08-02
Publisher(s): South-Western College Pub
Upgraded Edition: Click here!
List Price: $270.09

Buy New

Usually ships in 2 to 3 business days.
$257.23
Add to Cart

Rent Textbook

Select for Price
Add to Cart
There was a problem. Please try again later.

Used Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

Buy from our Marketplace starting at $8.46

How Marketplace Works:

  • This item is offered by an independent seller and not shipped from our warehouse
  • Item details like edition and cover design may differ from our description; see seller's comments before ordering.
  • Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
  • Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
  • Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.

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

PART ONE THE CONCEPT, PRACTICE, AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS 1(83)
Chapter 1 Overview of Integrated Marketing Communications
2(26)
Chapter 2 The Marketing Communications Process
28(20)
Chapter 3 Environmental, Regulatory, and Ethical Issues in Marketing Communications
48(36)
PART TWO INTEGRATED MARKETING COMMUNICATIONS FROM THE CUSTOMER'S PERSPECTIVE: TARGETING, COMMUNICATING, AND PERSUADING 84(110)
Chapter 4 Demographic, Psychographic, and Geodemographic Targets of Marketing Communications
86(28)
Chapter 5 The Communications Process and Fundamentals of Buyer Behavior
114(48)
Chapter 6 Persuasion in Marketing Communications
162(32)
PART THREE NEW PRODUCTS, BRAND NAMES, LOGOS, PACKAGES, AND POINT-OF-PURCHASE MATERIALS 194(62)
Chapter 7 Marketing Communications and New Product Adoption
196(20)
Chapter 8 Brand Names, Logos, Packages, and Point-of-Purchase Materials
216(40)
PART FOUR ADVERTISING MANAGEMENT 256(248)
Chapter 9 Overview of Advertising Management
258(38)
Chapter 10 Creative Advertising Strategy
296(36)
Chapter 11 Message Appeals and Endorsers in Advertising
332(36)
Chapter 12 Analysis of Advertising Media
368(38)
Chapter 13 Direct Advertising and Database Marketing
406(24)
Chapter 14 Media Strategy
430(36)
Chapter 15 Assessing Advertising Effectiveness
466(38)
PART FIVE SALES PROMOTION MANAGEMENT 504(100)
Chapter 16 Overview of Sales Promotion Management
506(24)
Chapter 17 Trade-Oriented Sales Promotion
530(24)
Chapter 18 Consumer-Oriented Promotions
554(50)
PART SIX PUBLIC RELATIONS, SPONSORSHIP MARKETING, AND PERSONAL SELLING 604(44)
Chapter 19 Marketing Public Relations and Sponsorship Marketing
606(20)
Chapter 20 Personal Selling Fundamentals
626(22)
GLOSSARY 648(7)
CREDITS 655(3)
NAME INDEX 658(6)
SUBJECT INDEX 664

An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

Digital License

You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.

More details can be found here.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.