9780324593600

The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS 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).

Integrated Marketing Communications: Processes, Brand Equity, And Marcom's Role In Introducing New Brands
Overview of Integrated Marketing Communications
Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable
Facilitating the Success of New Brands
The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting
Targeting
Positioning
Objective Setting and Budgeting
Advertising Management
Overview of Advertising Management
Effective and Creative Advertising Messages
Message Appeals and Endorsers
Measuring Advertising Message Effectiveness
Advertising Media: Planning and Analysis
Traditional Advertising Media
Internet Advertising
Other Advertising Media
Sales Promotion Management
Sales Promotion and the Role of Trade Promotions
Sampling and Couponing
Premiums and Other Promotions
Other Marcom Tools
Marketing-Oriented Public Relations and Word-of-Mouth Management
Event and Cause Sponsorships
Signage and Point of Purchase Communications
Marcom Constraints
Ethical, Regulatory, and Environmental Issues
Table of Contents provided by Publisher. All Rights Reserved.

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Advertising Promotion and Other Aspects of Integrated Marketing Communications

Advertising Promotion and Other Aspects of Integrated Marketing Communications

0324593600

Summary

Table of Contents

Supplemental Materials