Advertising Promotion and Other Aspects of Integrated Marketing Communications

Front Cover
Cengage Learning, Dec 29, 2008 - Business & Economics - 688 pages
The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).
Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

About the Author
1
Integrated Marketing Communications Processes Brand Equity and Marcoms Role in Introducing New Brands
3
The Fundamental Marcom Decisions Targeting Positioning Objective Setting and Budgeting
95
Advertising Management
179
Sales Promotion Management
443
Other Marcom Tools
533
Marcom Constraints
603
Glossary
639
Name Index
645
Subject Index
650
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information