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Advertising, promotion, and other aspects of integrated marketing communications / Terence A. Shimp, J. Craig Andrews.

By: Shimp, Terence A
Contributor(s): Andrews, J. Craig
Call number: 658.82 S556A 2013 Material type: materialTypeLabelBookPublisher: Mason, Ohio : South-Western, Cengage Learning, c2013. Edition: 9th ed.Description: xxii, 729 p. : ill., charts.ISBN: 9781111580216 (hbk.).Subject(s): Communication in marketing | Sales promotion | Direct marketing | Advertising
Contents:
Part 1. The practice and environment of integrated marketing communications (IMC). 1, An overview of integrated marketing communications. 2, Enhancing brand equity and accountability. 3, Brand adoption, brand naming, and intellectual property issues. 4, Environmental, regulatory, and ethical issues -- Part 2. Fundamental IMC planning background and decisions. 5, Segmentation, targeting, and positioning. 6, The communications process and consumer behavior. 7, The role of persuasion in integrated marketing communications. 8, Objective setting and budgeting -- Part 3. Advertising management and new media choices. 9, Overview of advertising management. 10, Effective and creative ad messages. 11, Endorsers and message appeals in advertising. 12, Traditional advertising media. 13, Online and mobile advertising. 14, Social media. 15, Direct marketing and other media. 16, Advertising media: planning and analysis. 17, Measuring Ad message effectiveness -- Part 4. Sales promotion management. 18, Sales promotion overview and the role of trade promotion. 19, Consumer sales promotion: sampling and couponing. 20, Consumer sales promotion: premiums and other promotions -- Part 5. Other IMC tools. 21, Public relations, word-of-mouth influence, and sponsorships. 22, Packaging, point-of-purchase communications, and signage. 23, Personal selling.
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