Semenik, Richard J. : Montana State University - Bozeman
Richard J. Semenik has recently been appointed the Dean of the Business Department at Montana State University.
Previously, he was a Professor of Marketing at the David Eccles School of Business at the University of Utah. He
received his Ph.D. from Ohio State University in 1976 in Marketing with specialty areas in advertising and consumer
behavior. His MBA is from Michigan State University (1971) and his BBA is from the University of Michigan (1970).
Rich is now Professor of Marketing in the David Eccles School of Business. He is also the Rosenblatt Faculty Scholar--an
award granted for outstanding teaching. Since 1979, Rich has taught in programs outside the United States in Germany,
the Netherlands, Mexico, France and Italy. His teaching focuses on marketing strategy, advertising, and social
issues in marketing. He is often invited to give speeches on the advertising process. Recent invitations have included
presentations in Amsterdam, the Netherlands; Brussels, Belgium; Lisbon, Portugal; Polermo, Sicily; and Istanbul,
Turkey.Rich has authored and co-authored nine other books in marketing and advertising. His university text, Principles
of Marketing: A Global Perspective, has been used in 14 different countries around the world and is available in
multiple international editions. His research interests include promotional strategy, global marketing strategy,
cultural consumption and macro-influences on consumer decision making. He has published in the Journal of Consumer
Research, Journal of Advertising, International Journal of Advertising, Journal of Business Research and Journal
of Economic Psychology. Rich has served as a reviewer to the major journals in advertising and marketing. Most
recently, he was a session chair at the American Academy of Advertising annual conference.
"A strength of this text is a more balanced coverage of all relevant communication tools, instead of being
too biased toward advertising. I like the separate chapters on Internet Advertising (chapter 9) and International
Market Practices in Promotion and IMC (chapter 7). I also like e-commerce covered separately in chapter 10."
--Professor Soumava Bandyopadhyay
"The author's premise matches my course goals quite well. I agree with the author's assertion that the trend
is toward IMC rather than merely teaching advertising. Further most textbooks have been primarily advertising texts
dressed up as promotion and haven't sufficiently embraced the Internet, direct marketing, or business-to-business
communication. I believe this author has found a fairly good balance and has in large measure provided more balance
across all promotional tools."
--Professor Ronald Bauerly
"The balanced approach fits perfectly with my course goals. Additionally, the managerial orientation may be
appropriate since the eventual outcome from my class is a promotional plan that the client can actually use and
implement. The focus on accountability is also particularly important for my students who will have to deal with
the issue as they work with their clients."
--Rajiv Vaidyanathan
Thomson Learning Web Site, May, 2001
Designed to meet the needs of the business student, this text provides balanced coverage of all communication
tools-advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public
relations, and Internet communications. Unlike other books, this unique text teaches future marketing managers
how all the promotional tools work. More importantly, it teaches them how to integrate their use for maximum effect.
Benefits:
- Balanced Promotional Coverage: Unless advertising is the exclusive focus of a given promotional effort, the
marketing manger must know how to successfully integrate all promotional tools for maximum effect. Unlike competing
textbooks that focus primarily on advertising, this is the first book to emphasize all aspects of promotion within
the balanced framework of an integrated marketing campaign.
- Breakthrough Technology Coverage: Breakthrough coverage of the Internet, E-Commerce, and Internet advertising
in business-to-consumer and business-to-business environments set this book apart from the competition. Chapter
9 focuses on Internet Advertising and chapter 10 looks at the explosive growth of Direct Marketing and E-Commerce.
- Solid Managerial Orientation: Today's businesses are demanding more accountability for promotional spending.
As a result, managers are choosing communication tools whose effects are more directly traceable than advertising.
Students learn to manage promotion and communications efforts across all promotional tools rather than using each
tool individually.
- Outstanding On-line Resources: Interactive Quizzes strengthen business vocabulary and reinforce key concepts.
Immediate quiz scores and customized feedback provide excellent exam preparation. IMC Web Activities (2 per chapter)
utilize innovative companies. Finally, Career Connections introduce actual promotion professionals. Students gain
valuable insight from their on-the-job experiences.
- Concise-Comprehensive Presentation: Designed to accomplish in 15 chapters what many Promotion books accomplish
in 20 chapters, this book provides exceptional coverage without wasted words. Balanced coverage allows Instructors
to easily cover the entire book in one quarter or semester.
- Awesome Ancillary Package: It starts with the Instructor's Manual containing extensive Lecture Outlines. It
continues with the Test Bank, Computerized Test Bank, Transparency Acetates. The Instructor's Resource CD-ROM features
Power Point slides with example ads. It concludes with a comprehensive Video Package.
Part 1: Planning the Promotional Process and Integrated Marketing Communications.
1. Introduction to Promotion and Integrated Marketing Communications.
2. The Promotion Industry: Marketers, Agencies and Media Organizations.
3. Promotion and IMC Planning and Strategy.
Appendix A. The Launch of Cincinnati Bell Wireless: An Integrated Marketing Communications Success Story.
Part 2: Understanding the Market and Environment for Promotion and IMC.
4. Understanding the Marketing Environment: Segmenting, Targeting, and Positioning.
5. Understanding Buyer Behavior and Communication Processes.
6. The Regulatory Environment of Promotion and Ethical Issues.
7. The International MarketEnvironment for Promotion and IMC.
Part 3: The Tools of Promotion and IMC.
8. Advertising: Message and Media Strategies.
9. Internet Advertising.
10. Direct Marketing and E-Commerce.
11. Sales Promotion: Consumer, Trade, and Business Market Techniques.
12. Sponsorship, Point-of-Purchase, and Supportive Communications.
13. Public Relations and Corporate Advertising.
14. Personal Selling and Sales Management.
Part 4: Evaluation and Measuring Effectiveness of Promotion and IMC.
15. Measuring the Effectiveness of Promotion and IMC.
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