Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental 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. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.

Benefits:

• NEW! Brand New Chapters: Chapter 3, "Positioning and Targeting for MarCom Efforts," adds a major section on positioning and features expanded coverage of demographics and other targeting issues. Chapter 13, "Online and Alternative Advertising Media," focuses student attention on the importance of online media. Coverage includes banner advertising, interstitial, and wireless advertising. A section on other alternative (non-traditional) media is also included. Chapter 14, "Direct Advertising Media," includes a major new section on opt-in, or permission, e-mail advertising.
• Optional Ad Campaign Coverage: For an additional charge, instructors can choose to bundle Shay Sayre's Campaign Planner for Promotion and IMC (ISBN 0-324-15197-7) with Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, 6e. Through the use of advertising, public relations, and the promotional mix, students are asked to provide solutions for a chosen client's promotional problem. Acting as a simulated agency, students follow a 10-step guide that helps explain the process of planning, executing, and delivering successful campaigns.
• NEW! Vignettes: Revised "Opening Vignettes" deal with current issues and well-known companies. Students will recognize familiar examples of advertising strategy for a range of successful products including Mountain Dew®, ABSOLUT Vodka®, and Viagra®.
• NEW! Brand New Ads: Almost all-pictorial illustrations are new, including more pictorial illustrations of concepts than ever before!
• NEW! Student and Instructor CD-ROM's: Jack Lindgren, from the University of Virginia, has done it again! As with the previous edition, he's created another market-leading multi-media presentation to accompany the Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, 6e.
• NEW! Revised Test Bank: Reflecting it's importance as one of the critical components of the ancillary package, the Test Bank has been thoroughly revised to ensure accuracy and clarity. The Test Bank features a variety of true/false, multiple choice and essay questions for each chapter.
• "IMC Focus": The new edition draws student attention to a variety of brilliant ad campaigns that have successfully turned products into household names.
• Global Focus: "Global Focus" boxes enhance the text's global marketing perspective and spotlight the international impact of IMC. For example, students are introduced to a selection of ads that were very successful in the United States, yet bombed in Japan.
• In-Depth Technology Coverage: "Online Focus" boxes provide in-depth coverage of the Internet's impact on marketing and spotlight innovative Internet ventures like Rocketcash. Students learn about a variety of interesting topics, such as new technology, the myths of the Internet, and foreign campaigns designed to entice new Internet users.
• Comprehensive Ancillary Package: The extensive package includes the Instructor's Manual, completely revised written Test Bank, Computerized Test Bank, Instructor's CD-ROM, market-leading PowerPoint Presentation slides, and updated Video package. Finally, don't forget to stop by the companion web site (http://shimp.swcollege.com), where you will find a wealth of valuable resources for both students and instructors.