Shimp, Terence A.
Advertising, promotion & supplemental aspects of integrated marketing communications / Advertising, promotion, and supplemental aspects of integrated marketing communications Terence A. Shimp. - 6th ed. - Mason, Ohio : Thomson/South-Western, c2003. - xxi, 650 p. : ill. (some col.) ; 29 cm.
Includes bibliographical references and indexes.
Preface. - Pt. 1. Integrated Marketing Communications and Its Role in Brand-Equity Enhancement. Ch. 1. Overview of Integrated Marketing Communications. Ch. 2. The Marketing Communications Process and Brand-Equity Enhancement. - Pt. 2. IMC from the Customer's Perspective: Targeting, Communicating, and Persuading. Ch. 3. Positioning and Targeting for MarCom Efforts. Ch. 4. The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information. Ch. 5. Persuasion in Marketing Communications. - Pt. 3. Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising. Ch. 6. MarCom's Role in Facilitating Product Adoption. Ch. 7. Brand Names, Logos, Packages, and Point-of-Purchase Materials. - Pt. 4. Advertising Management. Ch. 8. Overview of Advertising Management. Ch. 9. Creative Advertising Strategy. Ch. 10. Endorsers and Message Appeals in Advertising. Ch. 11. Assessing Ad Message Effectiveness. Ch. 12. Traditional Advertising Media. Ch. 13. Alternative Offline Advertising Media and Mass Online Advertising. Ch. 14. Offline and Online Direct Advertising. Ch. 15. Media Planning and Analysis. - Pt. 5. Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships. Ch. 16. Overview of Sales Promotion Management. Ch. 17. Trade-Oriented Sales Promotion. Ch. 18. Consumer-Oriented Promotions. Ch. 19. Marketing Public Relations and Sponsorship Marketing. - Pt. 6. External Pressures on Marketing Communications. Ch. 20. Regulatory, Ethical, and "Green" Issues in Marketing Communications. - Glossary. - Name Index. - Subject Index.
0030352711 (hbk.)
Advertising.
Communication in marketing.
Direct marketing.
Sales promotion.
658.82 / SHI
Advertising, promotion & supplemental aspects of integrated marketing communications / Advertising, promotion, and supplemental aspects of integrated marketing communications Terence A. Shimp. - 6th ed. - Mason, Ohio : Thomson/South-Western, c2003. - xxi, 650 p. : ill. (some col.) ; 29 cm.
Includes bibliographical references and indexes.
Preface. - Pt. 1. Integrated Marketing Communications and Its Role in Brand-Equity Enhancement. Ch. 1. Overview of Integrated Marketing Communications. Ch. 2. The Marketing Communications Process and Brand-Equity Enhancement. - Pt. 2. IMC from the Customer's Perspective: Targeting, Communicating, and Persuading. Ch. 3. Positioning and Targeting for MarCom Efforts. Ch. 4. The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information. Ch. 5. Persuasion in Marketing Communications. - Pt. 3. Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising. Ch. 6. MarCom's Role in Facilitating Product Adoption. Ch. 7. Brand Names, Logos, Packages, and Point-of-Purchase Materials. - Pt. 4. Advertising Management. Ch. 8. Overview of Advertising Management. Ch. 9. Creative Advertising Strategy. Ch. 10. Endorsers and Message Appeals in Advertising. Ch. 11. Assessing Ad Message Effectiveness. Ch. 12. Traditional Advertising Media. Ch. 13. Alternative Offline Advertising Media and Mass Online Advertising. Ch. 14. Offline and Online Direct Advertising. Ch. 15. Media Planning and Analysis. - Pt. 5. Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships. Ch. 16. Overview of Sales Promotion Management. Ch. 17. Trade-Oriented Sales Promotion. Ch. 18. Consumer-Oriented Promotions. Ch. 19. Marketing Public Relations and Sponsorship Marketing. - Pt. 6. External Pressures on Marketing Communications. Ch. 20. Regulatory, Ethical, and "Green" Issues in Marketing Communications. - Glossary. - Name Index. - Subject Index.
0030352711 (hbk.)
Advertising.
Communication in marketing.
Direct marketing.
Sales promotion.
658.82 / SHI