Advertising Promotion and other aspects of Integrated Marketing Communications 8th Edition by Terence Shimp ISBN 978-0324593600 0324593600

Advertising Promotion and other aspects of Integrated Marketing Communications 8th Edition by Terence A. Shimp – Ebook PDF Instant Download/Delivery: 978-0324593600, 0324593600
Full download Advertising Promotion and other aspects of Integrated Marketing Communications 8th Edition after payment

Product details: 

ISBN 10:  0324593600

ISBN 13: 978-0324593600

Author: Terence A. Shimp 

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).

Table of contents: 

PART I: 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

PART II: THE FUNDAMENTAL MARCOM DECISIONS – TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING
Targeting

Positioning

Objective Setting and Budgeting

PART III: 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

PART IV: SALES PROMOTION MANAGEMENT
Sales Promotion and the Role of Trade Promotions

Sampling and Couponing

Premiums and Other Promotions

PART V: OTHER MARCOM TOOLS
Marketing-Oriented Public Relations and Word-of-Mouth Management

Event and Cause Sponsorships

Signage and Point of Purchase Communications

PART VI: MARCOM CONSTRAINTS
Ethical, Regulatory, and Environmental Issues

People also search for:

advertising promotion
    
is marketing the same thing as advertising promotion
    
integrated advertising promotion and marketing communications
    
google online advertising promotion
    
google online advertising promotion jobs

Tags: Terence Shimp, Advertising Promotion, other aspects, Marketing Communications