Advertising Promotion and Other Aspects of Integrated Marketing Communications

Front Cover
Cengage Learning, Dec 29, 2008 - Business & Economics - 688 pages
4 Reviews
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

User Review - Flag as inappropriate

,mn;njk

User Review - Flag as inappropriate

Google Books saved me during a quiz while I was waiting for my book to come in.

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

About the author (2008)

Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

Bibliographic information