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Integrated Marketing Communications In Advertising And Promotion, International Edition by Terence A. Shimp is a book available to read on EtoBox.

What is Integrated Marketing Communications In Advertising And Promotion, International Edition about?

xx, 668 pages : 28 cm This title integrates all aspects of marketing communication. While continuing to focus on the time honoured IMC methods, the text reflects new academic literature and practitioner developments in the field Previous edition: Thomson South-Western, 2007 Includes index Includes bibliographical references and indexes Overview of integrated marketing communications -- Marketing communications challenges : enhancing brand equity, influencing behavior, and being accountable -- Facilitating the success of new brands -- Targeting -- Positioning -- Objective setting and budgeting -- Overview of advertising management -- Effective and creative advertising messages -- Message appeals and endorsers -- Measuring advertising message effectiveness -- Advertising media : planning and analysis -- Traditional advertising media -- Internet advertising -- Other advertising media -- Sales promotion and the role of trade promotions -- Sampling and couponing -- Premiums and other promotions -- Marketing-oriented public relations and word-of-mouth management -- Event and cause sponsorships -- Signage and point of purchase communications -- Ethical, regulatory, and environmental issue

Author

Terence A. Shimp

Publisher

South-Western ; Cengage Learning [distributor

Published

2010

Language

EN

ISBN

9780324665314