ISBN13:978-0324321432 ISBN10: 0324321430 This edition has also been released as: ISBN13: 978-0324408072 ISBN10: 0324408072
Summary: The seventh 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 has undergone a significant revision to reflect new academic literature and practitioner developments in the field. In addition, a significant reorganization along with comprehensive treatment on the fundamentals of adv
ertising and promotion are the focus of the revision. Some changes include a separate chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing, combining, and adding of existing and new topics.
Summary: The seventh 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 has undergone a significant revision to reflect new academic literature and practitioner developments in the field. In addition, a significant reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Some changes include a separate chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing, combining, and adding of existing and new topics. ...show less
PART ONE: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND THE MARCOM ENVIRONMENT.
Chapter 1: Overview of Integrated Marketing Communications and the MarCom Process. Chapter 2: MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. Chapter 3: Ethical, Regulatory, and Environmental Issues in Marketing Communications.
PART TWO: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING.
PART THREE: MARCOM FOR NEW PRODUCTS, STORE SIGNAGE, AND POINT-OF-PURCHASE COMMUNICATIONS.
Chapter 7: Facilitation of Product Adoption, and Brand Naming and Packaging. Chapter 8: On- and Off-Premise Signage and Point-of-Purchase Communications.
PART FOUR: ADVERTISING MANAGEMENT.
Chapter 9: Overview of Advertising Management: Messages, Media, and Measurement. Chapter 10: Creating Effective and Creative Advertising Messages. Chapter 11: Selecting Message Appeals and Endorsers. Chapter 12: Assessing Ad Message Effectiveness. Chapter 13: Planning for and Analyzing Advertising Media. Chapter 14: Using Traditional Advertising Media. Chapter 15: Employing the Internet for Advertising. Chapter 16: Using Other Alternative Advertising Media.
PART FIVE: SALES PROMOTION MANAGEMENT, MARKETING-ORIENTED PUBLIC RELATIONS, AND SPONSORSHIPS.
Chapter 17: Sales Promotion and the Role of Trade Promotions. Chapter 18: Consumer-Oriented Promotions: Sampling and Couponing. Chapter 19: Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods. Chapter 20: Marketing-Oriented Public Relations and Sponsorships.
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