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Advertising And Promotion : An IMC Approach

Advertising And Promotion : An IMC Approach

          
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About the Book

The seventh edition of Shimp?s market-leading in Advertising and Promotion fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. In addition, a significant reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Some changes include a separate chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing, combining, and adding of existing and new topics.

Table of Contents:
* Part I: Integrated Marketing Communications: Processes, Brand Equity, and the Marcom Environment 1. Overview of Integrated Marketing Communications and the MarCom Process 2. MarCom?s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable 3. Ethical, Regulatory, and Environmental Issues in Marketing Communications Part II: The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting 4. MarCom Targeting 5. MarCom Positioning 6. MarCom Objective Setting And Budgeting * Part III: Marcom for New Products, Store Signage, and Point-of-purchase Communications 7. Facilitation of Product Adoption, and Brand Naming and Packaging 8. On- and Off-Premise Signage and Pointof- Purchase Communications * Part IV: Advertising Management 9. Overview of Advertising Management: Messages, Media, and Measurement 10. Creating Effective and Creative Advertising Messages 11. Selecting Message Appeals and Endorsers 12. Assessing Ad Message Effectiveness 13. Planning for and Analyzing Advertising Media 14. Using Traditional Advertising Media 15. Employing the Internet for Advertising 16. Using Other Alternative Advertising Media * Part V: Sales Promotion Management, Marketing-oriented Public Relations, and Sponsorships 17. Sales Promotion and the Role of Trade Promotions 18. Consumer-Oriented Promotions: Sampling and Couponing 19. Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods 20. Marketing-Oriented Public Relations and Sponsorships


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Product Details
  • ISBN-13: 9788131503881
  • Publisher: South Western
  • Publisher Imprint: South Western
  • Edition: 7
  • No of Pages: 656
  • ISBN-10: 8131503887
  • Publisher Date: 2006
  • Binding: Paperback
  • Language: English

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