Advertising, promotion & supplemental aspects of integrated marketing communications / Terence A. Shimp. [print]
Material type: TextPublication details: Mason, Ohio : Thomson South-Western, (c)2003.Edition: sixth editionDescription: xxi, 650 pages : illustrations (some color) ; 29 cmISBN:- 0030352711
- 9780030352713
- Advertising, promotion, and supplemental aspects of integrated marketing communications
- HF5415.123.S556.A384 2003
- COPYRIGHT NOT covered - Click this link to request copyright permission: https://lib.ciu.edu/copyright-request-form
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Circulating Book (checkout times vary with patron status) | G. Allen Fleece Library Circulating Collection - First Floor | HF5415.123.S556.A384 2003 (Browse shelf(Opens below)) | Available | 31923002098834 |
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.
APA - CHECK FORMATING BEFORE USE Shimp, T. A. (2003). Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications. Thomson South-Western.
COPYRIGHT NOT covered - Click this link to request copyright permission:
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