Advertising Promotion and Other Aspects of Integrated Marketing Communications
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
About the Author
Integrated Marketing Communications Processes Brand Equity and Marcoms Role in Introducing New Brands
The Fundamental Marcom Decisions Targeting Positioning Objective Setting and Budgeting
Sales Promotion Management
Other Marcom Tools
Other editions - View all
2010 Cengage Learning achieve adver Advertising Age advertising agency advertising campaign advertising media Advertising Research Aflac American appeal behavior billboard billboard advertising brand awareness brand equity brand managers brand name budget buying chapter commercial companies company’s competitive consu Consumer Research consumer’s copy testing Copyright 2010 Cengage cost coupons creative customers decisions discussion displays effective endorser enhance example exposure Figure GRPs households illustration important in-store increase influence Internet investment Journal of Advertising Journal of Consumer Journal of Marketing magazine major manufacturer’s manufacturers marcom market share marketing communications Marketing Research McDonald’s measure million objectives offer package percent positive premium product category programs purchase radio reach represent response retailers revenue Rights Reserved role sales promotions sampling schedule specific sponsor sponsorship strategy sumers Table target audience television tion tising tive trade users Wall Street Journal