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Description of 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.

Title Information

ISBN:

9780030352713

Pages:

704 pages

Format:

Hardback

Product Code:

19478

Publisher:

South-Western, Division of Thomson Learning

Published:

01/08/2002

Edition:

6th Revised edition

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Contents of Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

1. Overview of Integrated Marketing Communications

2. The Marketing Communications Process and Brand-Equity Enhancement

3. Positioning and Targeting for MarCom Efforts

4. The Communication Process, Meaning Creation, and Fundamentals of Consumers'' Use of MarCom Information

5. Persuasion in Marketing Communications

6. MarCom's Role in Facilitating Product Adoption

7. Brand Names, Logos, Packages, and Point-of-Purchase Materials

8. Overview of Advertising Management

9. Creative Advertising Strategy

10. Endorsers and Message Appeals in Advertising

11. Assessing Ad Message Effectiveness

12. Traditional Advertising Media

13. Online and Alternative Advertising Media

14. Direct Advertising Media

15. Media Strategy Analysis

16. Overview of Sales Promotion Management

17. Trade-Oriented Sales Promotion

18. Consumer-Oriented Promotions

19. Marketing Public Relations and Sponsorship
Marketing

20. Environmental, Regulatory, and Ethical Issues in Marketing Communications