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Advertising, promotion & supplemental aspects of integrated marketing communications / Terence A. Shimp. [print]

By: Material type: TextTextPublication details: Mason, Ohio : Thomson South-Western, (c)2003.Edition: sixth editionDescription: xxi, 650 pages : illustrations (some color) ; 29 cmISBN:
  • 0030352711
  • 9780030352713
Other title:
  • Advertising, promotion, and supplemental aspects of integrated marketing communications
Subject(s): Genre/Form: LOC classification:
  • HF5415.123.S556.A384 2003
Available additional physical forms:
Contents:
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.
Item type: Circulating Book (checkout times vary with patron status)
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Holdings
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.

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