Advertising, promotion & supplemental aspects of integrated marketing communications /
Shimp, Terence A.
Advertising, promotion & supplemental aspects of integrated marketing communications / [print] Advertising, promotion, and supplemental aspects of integrated marketing communications Terence A. Shimp. - sixth edition. - Mason, Ohio : Thomson South-Western, (c)2003. - xxi, 650 pages : illustrations (some color) ; 29 cm
Includes bibliographies and index.
Overview of integrated marketing communications -- The marketing communications process and brand-equity enhancement -- Positioning and targeting for MarCom efforts -- The communication process, meaning creation, and fundamentals of consumers' use of MarCom information -- Persuasion in marketing communications -- MarCom's role in facilitating product adoption -- Brand names, logos, packages, and point-of-purchase materials -- Overview of advertising management -- Creative advertising strategy -- Endorsers and message appeals in advertising -- Assessing ad message effectiveness -- Traditional advertising media -- Alternative offline advertising media and mass online advertising -- Offline and online direct advertising -- Media planning and analysis -- Overview of sales promotion management -- Trade-oriented sales promotion -- Consumer-oriented promotions -- Marketing public relations and sponsorship marketing -- Regulatory, ethical, and "green" issues in marketing communications.
Shimp, T. A. (2003). Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications. Thomson South-Western.
0030352711 9780030352713
2002071957
GBA2V2006 bnb
Communication in marketing.
Sales promotion.
Advertising.
Direct marketing.
Communicatie.
Marketing.
Business
Advertising.
HF5415.123.S556.A384 2003
Advertising, promotion & supplemental aspects of integrated marketing communications / [print] Advertising, promotion, and supplemental aspects of integrated marketing communications Terence A. Shimp. - sixth edition. - Mason, Ohio : Thomson South-Western, (c)2003. - xxi, 650 pages : illustrations (some color) ; 29 cm
Includes bibliographies and index.
Overview of integrated marketing communications -- The marketing communications process and brand-equity enhancement -- Positioning and targeting for MarCom efforts -- The communication process, meaning creation, and fundamentals of consumers' use of MarCom information -- Persuasion in marketing communications -- MarCom's role in facilitating product adoption -- Brand names, logos, packages, and point-of-purchase materials -- Overview of advertising management -- Creative advertising strategy -- Endorsers and message appeals in advertising -- Assessing ad message effectiveness -- Traditional advertising media -- Alternative offline advertising media and mass online advertising -- Offline and online direct advertising -- Media planning and analysis -- Overview of sales promotion management -- Trade-oriented sales promotion -- Consumer-oriented promotions -- Marketing public relations and sponsorship marketing -- Regulatory, ethical, and "green" issues in marketing communications.
Shimp, T. A. (2003). Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications. Thomson South-Western.
0030352711 9780030352713
2002071957
GBA2V2006 bnb
Communication in marketing.
Sales promotion.
Advertising.
Direct marketing.
Communicatie.
Marketing.
Business
Advertising.
HF5415.123.S556.A384 2003